THE CORRELATION BETWEEN METAPHOR CONTENT AND THE MESSAGE PERSUASIVE POWER

The article considers the problem of the metaphor power, namely, how the contents of metaphorical mappings in speech affects the persuasiveness of a given message. The author analyzes the relationship between the contents of a speech message and decision making, as well as studies that are aimed at analyzing the content of metaphors and its function. On the basis of the original methodology, an empirical study is implemented, it is based on the hypothesis that the metaphor content really affects the persuasiveness of a message and that there is the possibility of a quantitative calculation of the strength of this persuasive effect. As a research methodology, a two-stage experiment is used, where in the first stage 20 authors wrote texts on a given topic, and in the second 162 respondents identified the author's point of view. The texts were analyzed using the metaphor content index (MCI), after which the original and perceived author's viewpoints were compared with the content of the metaphors used. The results showed that the calculation of the metaphor content index can only partially be used to determine the strength of the speech impact of the metaphor. Intercultural, intra-social, professional, inter-linguistic variations lead to significant variations in both the producing and comprehension of metaphorical mappings. The main conclusion of theoretical and empirical study is the fact that the specific content of metaphors, as well as their variations, can be an effective tool for enhancing persuasiveness. However, each researcher should analyze the content of metaphorical transfers in relation to specific extralinguistic, that is, primarily cultural and social factors.