World of Science. Series: Sociology, Philology, Cultural Studies
World of Science. Series: Sociology, Philology, Cultural Studies

2023, Vol. 14, No. 1. - go to content...

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Rakhimova S.R. [Metaphorical models of advertising text] World of Science. Series: Sociology, Philology, Cultural Studies, 2023, Vol. 14, No. 1. Available at: (in Russian).

Metaphorical models of advertising text

Rakhimova Svetlana Rivnerovna
Gymnasium of the city of Labytnangi, Labytnangi, Russia
Ufa University of Science and Technology
Sterlitamak branch, Sterlitamak, Russia

Abstract. This article presents the results of a study of an advertising text with metaphorization.

The purpose of the work is to study the metaphorical models used in the advertising text.

The language material was an advertising text with the concept of the DISCOUNT store Eldorado.

To conduct the research, the author used general scientific methods of theoretical analysis, observation, generalization, concretization and specific linguistic methods (continuous sampling method).

The primary analysis of the language material made it possible to form several groups depending on the components of the advertising text, namely: an advertising text consisting of mathematical signs (creolized text); a text consisting of the lexeme «discount» and mathematical signs; a text including the lexeme «discount» and a preposition (on, for, before) and mathematical signs; text consisting of the lexeme «discount» and the word-forming element (super, mega); text consisting of the semantically reinforcing meaning of the lexeme «discount» and the lexeme «discount».

At the next stage, the author describes in detail the metaphor identification procedure based on the Metaphor identification procedure method.

As a result of the work, facts were obtained proving the presence of metaphors in the advertising text of the El Dorado store, including in creolized texts.

The largest number of metaphors was revealed in the advertising text, consisting of a word «reinforcing» the semantics of the lexeme «discount» (metaphor) and the lexeme DISCOUNT itself.

After analyzing the process of metaphorization, the researcher determined the type of metaphorical model.

The result of this work is the identification of metaphorical models constructed according to the Theory of conceptual metaphor, the theory of intentional metaphor, the hypothesis of primary (primar) metaphors and semantic theory.

This material can be used for further study of the process of metaphorization of the advertising text.

Keywords: conceptual; visual; contextual metaphors; advertising text; metaphorical models

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ISSN 2542-0577 (Online)

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