ФУНКЦІОНАЛЬНО-КОГНІТИВНІ АСПЕКТИ МЕТАФОРИ В ТЕРМІНОЛОГІЇ МАРКЕТИНГУ

Objectives. The article is aimed to identify theoretical and methodological aspects of the terminological metaphor investigation; to learn different approaches to the meta-phorical terms classification; to determine the metaphorical term formation mechanisms as well as the types of metaphors in marketing terminology, to define their potential ability in the marketing terminology development. Methods. The methods of descriptive, quantitative and definitive analysis are used, as well as the complex cognitive and discursive methodology that includes modeling with subsequent semantic and cognitive analysis. Results. The results of the study are the following. The newest research results on the study of the metaphor as a verbal nominal means of the universe perception and awareness, as a universal cognitive mechanism, are analyzed and summarized. In particular, the various ty-pological approaches to the cognitive metaphors classification are discussed. The cognitive aspects of term formation are learned, and the mechanisms of metaphorical nominations in the marketing terminology are analyzed from the standpoint of cognitive linguistics. It is defined that the metaphorical terminology nomination peculiarities are stipulated by the inherent characteristics of the marketing conceptuality. Different types of metaphors according to the nature of integration of the donor and recipient domains are identified and studied, such as structural, diffuse and Gestalt as the most representative in the marketing terminology. Scientific originality. In the article that goes on the cycle of the author's publications on the Ukrainian marketing terminology research, for the first time the terminological stock of marketing terminology is investigated from the conceptual metaphorization aspect. Practical value. The practical application of this approach to the analysis of mecha-nisms of marketing cognitive metaphors is the possibility of using this method of terminolog-ical nominalization for intentional term formation. This approach makes it possible to ex-panse the symbolic resources of the marketing concept sphere as a relatively young science that is still in the process of continuous development and replenishment with new concepts.