Metaphorization in advertising discourse

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Doklady Bashkirskogo Universiteta. 2022. Volume 7. No. 2. pp. 125-128.

Authors

Tayupova O. I.*
Bashkir State University
32 Zaki Validi Street, 450076 Ufa, Republic of Bashkortostan, Russia

Abstract

The article analyzes the mechanisms of metaphorization in advertising discourse. It has been established that both verbal and non-verbal metaphors, being a universal tool for influencing a potential consumer, contribute to a significant increase in demand for the goods and services offered, encouraging recipients to make a purchase.

Keywords

  • metaphorization
  • advertising discourse
  • verbal metaphor
  • non-verbal metaphor
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