خلاصة:
The article is dedicated to the research of metaphorics of advertising discourse, which differs by its focus not on a product, an extralinguistic object, but its image and its qualities which are important from pragmatic point of view and are highlighted by the communicator. Actuality of the undertaken research is determined by the importance of the role that expressive and figurative component of advertising discourse plays not only in terms of its organization as a special publicistic genre, but also in terms of its perception and impact by the addressee. In the process of this research, we referenced the existing experience of studying of language units in the field of publicistic discourse, including advertising. The fundamental works in the fields of advertising and metaphor theories were used as a theoretic and methodic base. The studied material specificity and objectives required the usage of complex of research methods: method of continuous sampling; method of statistics; descriptive method; method of component analysis; structural and semantic method and distributive and conceptual analysis of language units. In advertisement of cosmetics and perfume, the correlation person (woman) – subject (product) is dominating, while the embodiment is done with the help of positive characteristics, and the product is correlated with the person by function: functions of protector and helper. Metaphorization in advertisements is usually created by verb components, since verb has a hidden dynamic and can carry a strong motive power compared to the nominal parts of speech. Author, realizing the modern person’s world of values, quite often conceptualizes the natural phenomena in the cosmetics and perfume advertising. Emphasis is placed not only on the value of advertised product, but also on ways the product can change person’s emotional, physical and moral and psychologic conditions.
ملخص الجهاز:
Safonova2 Abstract The article is dedicated to the research of metaphorics of advertising discourse, which differs by its focus not on a product, an extralinguistic object, but its image and its qualities which are important from pragmatic point of view and are highlighted by the communicator.
Actuality of the undertaken research is determined by the importance of the role that expressive and figurative component of advertising discourse plays not only in terms of its organization as a special publicistic genre, but also in terms of its perception and impact by the addressee.
Advertising as a "branch of mass communications, in which informative and figurative, expressive and suggestive texts aimed at groups of people are created and distributed in order to motivate them to choose and act as the advertiser wants" (Uchenova & Staryh, 2002), allows us to include it as a separate section in the field of communication studies (Novikova et al.
For our research, the most important one is considered the expressiological branch, since figurative metaphor, which plays cognitive, nominative, artistic and semantic functions at the same time, is dominant in the advertising discourse.
(Cosmopolitan 08/2011) Krem dlya lica Stop-age.
(Cosmopolitan 05/2006) It is interesting to note how even modem sports metaphors can be used in the cosmetics and perfumery advertising: Tush' MagnaScopic - nastoyashchaya Formula-I dlya potryasayushchih resnic!
Metaphorics of advertising discourse differs from others by its focus not on a product, an extralinguistic object, but its image and its qualities which are important from pragmatic point of view and are highlighted by the communicator.
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