Metaphorical image of the liturgical and prayer books in Ukrainian baroque book culture

The aim of the research is to generalise the metaphorical image of the liturgical books in the baroque book culture and to single out the factors contributing to the creation of this image, conditioned by the circumstances of the publishing process of the time. The methodology of the research is based, first of all, on structural approach to studying dedication texts and forewords to Lviv, Kyiv, Chernihiv, and Novhorod-Siversky service and prayer books from 17th century to 18th century, which provided the possibility of singling out metaphors used to denote the book as well as to determine theirconnection with the peculiarities of form and content of the corresponding publication. Comparative analysis of the semantics of the singled-out metaphors gave an opportu nity to formulate the generalized image of the baroque prayer book. Communicative pragmatic approach contributed to the establishment of sense connections of this image with its current socio-cultural situation. The scientific novelty is determined by the innovative problem statement regarding the study of baroque graphic means, thus allowing to broaden the notion of their influence on Ukrainian book culture. Among other things, the research showcases the high productivity of verbal baroque metaphor in giving expressiveness to the artistic structure of service and prayer early printed books. As far as the artistic role fulfilled with the creation of the book as an art object, such generalizing metaphorical images are proportionate to the graphic elements of artistic design. Conclusions. In dedications and forewords to Ukrainian early printed books, the image of the service and prayer books is realized through a multitude of metaphorical similes, at the basis of which there is the notion of a book as a gift. Depending on the addressee of the dedication or foreword text, the book is presented as an offering to the celestial addressee, a thankful gift to a potential or real patron, a precious gift to the reader. Unfolded metaphors, at the basis of which there is an associative relationship with the addressee, title, contents, structural peculiarities, history of the publication or overall meaning of the publication in the book culture are used to realize the image of this so-called ‘gift’ book.