The concept of “beauty" in professional media discourse (using the example of the speech of cosmetologists)

Doklady Bashkirskogo Universiteta. 2023. Volume 8. No. 1. pp. 29-36.

DOI: https://doi.org/10.33184/dokbsu-2023.1.4

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The article examines the content of the concept of “beauty” in the speech of cosmetologists on the example of the websites of cosmetology clinics in Ufa and their accounts in social networks. A comparative analysis of the correlation of the structure of the concept of “beauty” in medical and advertising discourses has shown that this concept combines the markers of medical (scientific) and advertising discourses. Medical discourse actively uses scientific medical terminology, while in advertising discourse there is the use of speech influence with the help of emotionally colored vocabulary, as well as words with an evaluative component of meaning, intentional simplification of medical terms. The concept of “beauty” has an eclectic structure, intersecting with the concepts of “health”, “naturalness” and “individuality”, “compliance with the norm”, “cleanliness”, “youth”, “freshness”, “safety”, “happiness” and “comfort”, “focus on attracting the attention of others”.