Decorative texts on jewelry: structural-semantic and linguo-pragmatic aspects

This paper conducts a multifaceted analysis of texts placed on jewelry, examining their structural-semantic, pragmatic, linguo-creative, and linguo-axiological features. The research is based on contemporary language material – inscriptions on rings presented in online stores. The aim is to demonstrate the idea that decorative text – text applied to an object of reality – is an effective means of communication due to the specifics of its linguistic design. The scientific novelty lies in identifying the linguistic features of modern decorative texts, which are an integral component of the contemporary linguistic landscape and reflect the processes of transformation of text as a linguistic phenomenon. As a result, it is proven that the linguistic design of texts applied to jewelry (their structure, semantics, pragmatic, linguo-creative, and linguo-axiological parameters) is determined by current trends in language development: the high productivity of short-form texts, the spread of mass linguo-creativity, the search for non-standard graphic solutions to increase the pragmatic potential of the text, and the fashion for “textualizing” objects in connection with the expansion of mediated communication. Applying text to jewelry helps create a unique (albeit mass-produced) commercial proposition, increasing the value of the product itself by actualizing the intangible values objectified in the text.