DOI 10.51955/2312-1327_2021_2_69

Seda Batyrovna Tsoloeva

Abstract. The article is devoted to the consideration of the peculiarities of the metaphorization process in the professional advertising discourse. The research material is modern English-language advertising texts thematically belonging to the field of design and architecture, published in the magazines The Art of Design, Interior Design Today and posted on the Internet. Sharing the position of representatives of cognitive linguistics on the nature of metaphor and the presence in its structure of the sphere of “source” and the sphere of “target”, the author emphasizes the importance and prospects of the method of metaphorical modeling in the study and comprehension of various types of discourse, including advertising discourse, which is the object of research in the present work. Based on the results of an empirical analysis of advertising texts from the English-language magazines The Art of Design and Interior Design Today, the author identifies artifact and anthropomorphic metaphorical models, which have their own language specifics, their own verbalizers of metaphorical transformations representing a certain part of speech, as well as pragmatic value. The paper presents statistical data demonstrating the frequency of the use of metaphorical models in English-language advertising texts and indicating the importance of the metaphorization process in the context of advertising communication.

Keywords: professional communication, artifact metaphor, anthropomorphic metaphor, metaphorical modeling, advertising discourse, advertising text, design and architecture, English.

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