SUGGESTIVE FUNCTION OF METAPHOR IN THE MODERN ENGLISH ADVERTISING DISCOURSE

Abstract

The article focuses on the peculiarities of suggestive function of metaphor foregrounding in the modern English advertising discourse. The topicality of the research is determined by the need for a deeper study of the suggestive function of metaphor as a powerful stylistic device. In the twentieth century, against the background of the development of new directions in the study of speech, metaphorical direction became for linguistics as a whole a unifying phenomenon, the problem of metaphor status in conceptual theory began to attract special attention. From a communicative point of view, advertising is a form of marketing communication that is disseminated through the media or other communication channels in order to influence the target audience. Various tropes are widely used in advertising, among which metaphors play an important role. Metaphorization is a creative method of advertising, since the language of advertising must be concise, effective, expressive and convincing. Metaphors are able to present gracefully and briefly such, at the first glance, dry and unattractive things, as product parameters, the features of its use. Metaphors in advertising allow the author to make the text more expressive and attract consumers’ attention as well. The metaphor performs a cognitive and pragmatic function, being a potent tool for influencing the customer's consciousness. One of the main properties of the metaphor is the principle of linguistic economy, which is extremely important in advertising discourse. And right in this case the metaphor completely satisfies the requirement of an advertising text – a concise statement full of informative content.