massive standardized behavior of individuals become an analogue of the notion
«fashion» [6, p. 124]. Everything that comes into fashion, immediately finds its
reflection in the language and gets the name. So, the fashion quite rightly deserves
attention of Linguistics.
The description of the concept «Fashion» as a model of the linguistic projection
of structured knowledge allows not only to reveal the structure of the concept, but also
to demonstrate the peculiarity of the ways of assimilating reality by native speakers of
the English language. The concept «Fashion» displays the language
of the
culture
(the
language
of the
fashion) in
its national,
international,
socio-status
and
individually-
personal
measurements.
It can be
argued
that
the concept «Fashion» has a
unified
universal
conceptosphere,
despite
the fact
that
there are a
number of
differences
in the
peripheral
features of the
concept.
It
is a universal
concept-code,
which is
actively
broadcast
in
various
cultures and
is a
factor of
regulation
of public
norms and rules and
the
formation of
stereotypes
of a man’s
behavior.
The textual
representation
is
one
of
the most
important
components
forming
the
concept.
It is the textual representation of the concept «Fashion» that forms its actual
image in the consciousness of the society. While investigating the
concept «Fashion»
it is important to
take into account
the ways, through which the
designations
of various
aspects of this
phenomenon
in the
language
occur,
speech
representations and
cultural
implications associated
with them
that
have firmly taken root
in
the
consciousness of the
language and culture carriers.
The concept «Fashion», to our belief, has all the signs of a linguistic-cultural
concept, because it is characterized by belonging to the national mental space,
deterministic dynamics (especially in the aspect of submission or non-submission to
the fashion), a structure that demonstrates the existence of certain values in a particular
ethnic culture and has specific information about the world, social, cultural and
historical factors of the development of the society. This concept belongs to the socio-
cultural concepts-regulators, which, according to V. Karasik, determine the evaluation
code of the linguistic culture and explain the cultural dominants of the behavior.
Similar socio-cultural concepts are semiotic units that integrate the national culture,
language and ethnic mentality. Like one of the concepts-regulators, the fashion is a
phenomenon of a social order and regulates relations in the society, on the one hand,
and contains a set of signs corresponding to the «fashionable» behavior, – on the
other [7, p. 150-153].
Analyzing the linguistic embodiment of any concept, linguists primarily refer to
the etymological data, because the sign, which is the basis of the nomination of the
concept, allows to identify the features of its internal form. The etymological
dictionaries allowed us to find out that the lexeme fashion was borrowed to the English
language from Latin and French. So, in the English dictionaries since 1300 the authors
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