DOI 10.51955/2312-1327_2022_4_99

Fairuz B. Akbaeva

Abstract. The article is devoted to the study of the metaphorically marked nature of the mass media text on healthy nutrition. The study is focused on the English-language texts published in British and American journals on healthy nutrition. Recognizing the relevance of the problem of healthy lifestyle in general, and healthy food, in particular, the author speaks of the existence within the mass media of certain language mechanisms that influence the worldview, ideals and values of the addressee, and, as a result, contribute to the popularization of the idea of healthy lifestyle. In this process, metaphor is given one of the key roles. The results of the analysis of actual material indicate the presence in the texts on healthy nutrition of anthropomorphic, nature-morphic, sociomorphic and artifact metaphorical models, characterized by its own set of metaphorical transformations and its own number of verbalizers. It is significant that in the case of nature-morphic, sociomorphic and artifact models of metaphor, the metaphorical meaning is actualized in the context with the help of nouns, while with anthropomorphic metaphor – by verbs. The paper presents quantitative data signifying the sample material and the frequency of the above-mentioned metaphor models.

Key words: mass media discourse, nutritional discourse, text on healthy nutrition, cognitive metaphor, metaphorical modeling, English.

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