Language Representation of Urban Emotions

The article examines one of the aspects of fuzzy emotivity — discursive emotivity. Fuzzy emotivity is an attempt to systematize those cases of communicative realization of emotivity that do not lend themselves to the three-part classification of emotives into affectives, connotatives and potentiatives. Discursivity is one of the obligatory characteristics of emotivity, since the evaluative sign and the semantic component of a word directly depends on the context, the communicative situation of actualization, horizontal and vertical "neighborhood" with other semiotic formations. Recently, the problems of urban or urban discourse have attracted the active attention of researchers, while the aspect of urban emotions or the emotions of the city has not become the subject of separate research. The choice of the research material (multimodal texts of advertising campaigns) made it possible to identify the key characteristics of the image of desired urban emotions, which contradicts the available sociolinguistic research on the emotional tonality of life in the city. The campaigns of suburban cottage settlements were also considered, in which the "secret" side of life in the city is objectified, problematic points of urban life are revealed. It is shown that urban emotions can be real and simulated when objective reality is replaced by emotive simulacra that affect the emotional sphere, i.e. have a manipulative effect on the recipient.

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