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Abstract: The paper deals with non-political values in French pre-election speeches of the main candidates for presidency. Values are integrated into the discourse by means of certain discourse strategies as well as frequency of use. At the semantic level they are represented by lexico-semantic groups and their antonymic groups designating antivalues. At the text level the values are pointed out by means of various cultural references. The latter factor contributes greatly to dominance of some values of the candidates

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