Strategia kreowania wartości na podstawie określeń kolorystycznych w języku polskim i rosyjskim
THE STRATEGY OF CREATING VALUES ON THE BASIS OF COLOUR DESCRIPTIVE PHRASES IN POLISH AND RUSSIAN

Summary/Abstract: The purpose of this paper is to discuss the strategy of creation of values in Polish and Russian names of colours used in marketing and trade. Different methods of linguistic expression of colours with the use of non-standard phrases is presented in the paper on the background of contemporary cultural and social transformations. The analysis of those phrases allows a thorough study of the nature of nomination process where the author creates a specific picture of colour system referring to the values desired in the contemporary world.

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