Conceptual Metaphor In English Advertising

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RESEARCH PAPER Emma Oganesian METAPHOR IN ENGLISH ADVERTISING ABSTRACT The article dwells on the problem of use of metaphors in English advertising. Particularly the theory of conceptual metaphor is used for the study of metaphors in the promotional material as one viewing metaphor as a means of thinking. The choice is justified both theoretically and practically. Besides, the article includes examples of cognitive analysis of ways of metaphorical representation of certain phenomena, notions and objects in English advertising sphere. Results of the analysis obtained in the research paper support the proposed idea that metaphors can manipulate on the public. Key words: conceptual metaphor, cognitive linguistics, advertising sphere, target domain, source domain. At the present stage of the development of linguistics many researchers tend to review different standpoints concerning the relation between language and thinking and language reflection of reality. Over the past few decades a dramatic increase of interest in metaphor has been observed. The sheer notion of metaphor is, in fact, about two thousand years old. However, today it is necessary to view the metaphor not exclusively as a means of creating imagery in language, as it was traditionally regarded in rhetoric, stylistics and literary theory, but in light of a new scientific paradigm - cognitive linguistics, where it is regarded as one of the basic mechanisms of world cognition. The topicality of the research is primarily determined by the sharp increase in cognitive-linguistic interest towards the study of poetic tropes. Today researchers strive to give linguistic grounds and treatment of stylistic devices used in the text. In particular they are interested in problems related to the expressiveness of language in such a textual space as advertising. Within this modern approach metaphors in advertising
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