The article presents a study that allowed us to construct a cognitive map of modern English gastronomic advertising aesthetic discourse. The main features in the understanding of gastronomic advertising discourse by the representatives of the English-speaking community – gourmet aesthetes are analyzed. The research material for the modern English gastronomic advertising aesthetic discourse was the gastronomic Internet texts of the social network Instagram, which contained a particularly expressive specific aesthetic component. It is established that the mental framework of the cognitive space of a modern English gourmet esthete is formed by 48 significant discourse-creating autochthons-concepts (sensations, emotions, recipe, ingredient, taste and others). The separation of the constants of the concept system of modern English gastronomic advertising aesthetic discourse – generative autochthonous concepts was carried out through the inventory of texts, fixation of objectifiers of concepts and their grouping into semantic areas. To verify the objectivity of the facts, a quantitative method of calculation is used, the criterion χ2. With the help of linguo quantitative methods, system connections (strong, medium and weak) between the main autochthonous concepts (RECIPE – INGREDIENT, TRADITIONAL MEAL – TEA, EXPERIENCE – SATISFACTION and others) were established and significant autochthonous concepts in modern English gastronomy were identified. The components of the conceptual system of modern English-language gastronomic aesthetic discourse and their combination builds a unique representation in the form of a cognitive map. The study allowed to construct a cognitive map of the studied type of discursive practice, which reproduces its conceptual system and, thus, explains the main mental cores of its participants – modern English gourmet aesthetes: characteristics of products, feelings and emotions they evoke, the principle of healthy eating, demonstration of their own gastronomic preferences in social networks in the form of blogs, because the modern English-speaking aesthetic and gourmet world of social network is impossible to imagine without a blog, where it is important to post on the social network Instagram, which describes the author's experience and feelings and emotions from food (first of all, pleasure and happiness), which provide the aesthetics of the advertising text. Key words: discourse; advertising discourse; gastronomic discourse; aesthetic discourse, cognitive mapping.

This article is dedicated to the analysis of English-language restaurant discourse in the social media platform Instagram. The study of restaurant discourse on Instagram is important due to the growing popularity of social media and their impact on consumers. Restaurants use Instagram to promote their brand and interact with consumers, while users use the platform to discover new dining options and familiarize themselves with dishes and restaurant atmospheres. This article examines the cognitive aspect of restaurant discourse, which includes the analysis of language used to create a certain image and impression of the establishment's brand. Restaurant discourse is explored as a specific type of language used in the restaurant industry to interact between the restaurant and its clients, and can be presented in various forms of speech, such as menus, dish descriptions, advertisements, customer reviews, and conversations between staff and clients. Additionally, this study investigates how restaurants use taste perception and visual impressions to attract the attention of their clients. A qualitative and quantitative analysis of texts was conducted using software for text analysis and statistical data. Using the content analysis method, key words and phrases used in photo descriptions were identified, including delicious, mouth-watering, fresh, homemade, local, authentic, seasonal, tasty, vegan, gluten-free, luxurious, exclusive, intimate, romantic, and friendly. This research on restaurant discourse in the social media platform Instagram will help better understand the impact of social media on consumers and the interaction between restaurants and their clients. This article also closely examines the main trends in the use of social media in the restaurant business and their impact on consumers and restaurants. The study of restaurant discourse on Instagram has allowed for obtaining more detailed information about consumers and their preferences, as well as how restaurants can interact with their clients to improve their operations and develop their business.