Semiotics of feminine fashionspeak

Abstract

У статті досліджується семіотика сучасного лексикону моди. Автор розглядає вербальне втілення моди як фрагмента сучасної лінгвокультури. Автор вважає, що символіка одягу актуалізується за рахунок того, що людина таким чином виражає свою соціальну ідентичність, яка вербалізується мовним знаком. Автор підходить до розгляду двох основних стилів моди – «жіночий вигляд» та «андрогенний вигляд» та аналізує мовні знаки. Доводиться думка, що мода – це швидкоплинне явище, тому з’являється так багато неологізмів та оказіоналізмів у цій царині. he article aims at presenting semiotics in the modern feminine fashionspeak. The author leads the major aim to discover that the fashionspeak phenomenon as an interactive interpersonal vocabulary, requires its studying in two main aspects – linguistic, on the one hand, and sociocultural, on the other, as these scientific spheres allow us to study fashionspeak in different paradigms of linguistic knowledge simultaneously. The author proves that fashionspeak is an important part of public verbal communication for conveying semantic components of clothes, style, and dress. Fashionspeak is governed by social and cultural factors. They accepted norms vary, depending on the gender, age, relative status, and cultural background of the individuals. In business situations, fashionspeak operates fashion terminology (fashion design, formal wear, bridal wear, business wear, casual wear) and professionalisms (armscye, lining, print, pleat, tuck, gather, smocking). Everyday’s speech is more likely to use slang (pampootie, peep-toe shoe), neologisms (burkini, trikini, slingback, pointinini), and occasionalisms (Dolce@Gabanaholic, Guccioholic, Pumoholic). Semiotics enlarges the textual discourse analysis because it reveals the relationship between discourse and text, thus the two concepts should not be confused or equated. Every piece of discourse has a textual form or can acquire it; the same text may include different discourses or the same discourse may adopt different textual forms. The author states that an integral part of the semiotic space of woman is the symbolic intuition which is responsible for the perception and understanding of fundamental universal woman’s values which can be expressed by two types of looks: Type I: FEMININE LOOK. Type II: ANDROGYNOUS LOOK. Therefore, the author believes that the meaning of signs are, particularly, what a sign literally denotes and what secondary meanings it connotes while presenting feminine fashionspeak.