Особенности функционирования цветовых обозначений в российских СМИ (на примере статей газеты «Известия»)

From ancient times colour was one of the means of understanding the world by people and served as a symbol of the most important in nature and the most valuable in man. That is why colour is one of the main categories of culture. Therefore, for our analysis, the full symbolism of colours is especially important, considering the system of associations and semantic meanings, which is not only typical, sometimes even stereotyped, but also individual, as colour becomes the reflection of various moral and aesthetic values. The subject of the analysis is the lexical material taken from the articles of the newspaper “Izvestia”, taking into account the use of achromatic and chromatic colours in the text. The research is based on the prototype of the described colour and also cognitive analysis, taking into account the method of profiling linguistic expressions that have a colour component or containing colour connotations. In linguistic expressions the colour can express the assessment, exclusivity and warning, it reflects the value system. This allowed us to come to the conclusion about the universal domains typical of certain colours, such as emotions, health and nature, as well as those characteristic of a particular colour, such as red (exclusivity), green (discovery new opportunities) or white and black (system value).