I. YAKOVLEV CHUVASH STATE PEDAGOGICAL UNIVERSITY BULLETIN

English-language advertising discourse, metaphor, functioning of metaphors, classification of metaphors

This article is devoted to the issue of the use of metaphors in modern English-language advertising discourse. The study of metaphors has always received significant attention in linguistic, stylistic, literary and pragmatic research. The main interest for linguists is the various functions of metaphors. The object of research is often the role of metaphors in the English language. The possibilities of metaphors in terms of enhancing the imagery of the text are studied, which plays a primary role for literary research. It is also important to study the features and purposes of using metaphors in advertising texts. To achieve this goal, a number of advertisements were studied. During the research the continuous sampling method and categorical descriptive method, contextual, typological, comparative and component analysis were employed. The study of the functioning of metaphorical concepts made it possible to examine in detail the images and values available in a given linguistic culture, as well as to identify some aspects of the expressive potential of the English language. The study showed that the main functions of metaphors in advertising are informational and explanatory. This is because the use of vivid images helps promote the product, especially in a competitive environment. Anthropomorphic metaphors are more common than others, which shows the importance of images associated with humans in English advertising discourse.

Мартынова Ирина Николаевна – кандидат педагогических наук, доцент кафедры английской филологии и переводоведения Чувашского государственного педагогического университета им. И. Я. Яковлева, г. Чебоксары, Россия, https://orcid.org/0000-0002-8334-8429, irinamartynova08@mail.ru