Orlova Svetlana Nikolaevna (SUM (State University of Management)
Candidate of Philology, Associate Professor, Department of Foreign Languages
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The proposed research is aimed at studying the linguistic and cognitive mechanisms of metaphors in English-language advertising. The relevance of the topic is due to the growing interest in the pragmatic potential of metaphors in advertising discourse and the lack of elaboration of some aspects of this issue. The purpose of the work is to identify the specifics of the functioning of metaphors in advertising texts and to determine their role in the implementation of invasive strategies. The research used methods of conceptual, contextual and statistical analysis based on a sample of 500 English-language advertising texts. It is established that metaphors serve as an effective means of conceptualizing advertised objects (frequency coefficient - 0.78), ensure optimal brand positioning (68% of cases) and contribute to the formation of positive associations among the target audience (correlation coefficient - 0.84). The results obtained deepen the understanding of the cognitive and pragmatic aspects of metaphorization in advertising and open up prospects for further interdisciplinary research in this field. The work contributes to the development of the theory of conceptual metaphor and discursive analysis.
Keywords:conceptual metaphor, advertising discourse, persistence, linguocognitive mechanism, brand positioning
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Citation link:
Orlova S. N. THE HIDDEN POWER OF METAPHORS: ON THE ISSUE OF LINGUOCOGNITIVE MECHANISMS IN ENGLISH-LANGUAGE ADVERTISING // Современная наука: актуальные проблемы теории и практики. Серия: ГУМАНИТАРНЫЕ НАУКИ. -2024. -№12/3. -С. 226-230 DOI 10.37882/2223-2982.2024.12-3.38 |
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