Abstract
Neurotargeting prioritizes emotions in understanding collective unconscious and individual behavior. Comparative emotive linguistics reveals cross-cultural emotional expression variations. Despite extensive emotion research, gaps remain due to differing response norms. Psychology understands emotions well, but lacks universal classification, hindering linguistic description. Confusion between emotion and emotive obscures psychophysiological and verbal distinctions. Nonverbal emotives, reflecting emotions, require analysis of generation and expression mechanisms. This study examines color's role in conveying negative emotions in Kazakh writer A. Nurpeisov's "Blood and Sweat" and American writer T. Dreiser's "Trilogy of Desire." Authors use linguistic and nonverbal methods to portray emotions. Hypothesis: color as emotive state designation functions with "permissible-unacceptable" and "good-bad" evaluations, evident in shaping emotional reality perception. Analyzing coloristic negative emotives uncovers ethno-cultural metaphorical models, connecting emotive coloronyms with basic emotional concepts. Findings aid standardizing cognitive mechanisms for understanding mental experiences and comparative emotive linguistic terminology.