ENGLISH-SPEAKING PROFESSIONAL ADVERTISING SUB-DISCOURSE AS A SPHERE OF METAPHOR VERBALIZATION

The article is devoted to the analysis of the English professional advertising discourse, thematically related to the field of design and architecture. At the present stage of development of scientific thought, the study of the linguistic characteristics of specialized discourse areas focused on a specific professional community is one of the most relevant and promising research directions in the course of cognitive linguistics. Based on the emerging trend, the primary goal of this article is to consider the specifics of advertising discourse and advertising text as its basic component, without which full-fledged communication in a given area is impossible. The material of the study is advertising texts about architecture and design, taken from the magazine The Art of Design and posted on the Internet. Particular attention is paid to the theoretical foundations of metaphorical modeling. Following the representatives of cognitive linguistics, we believe that metaphorization is based on the interaction of two structures of knowledge – “source domain” and “target domain”. Based on the results of empirical analysis of language material, the author identifies two key metaphorical models within the thematic advertising texts: artifact and anthropomorphic, each of which has its own purpose and pragmatic value. In addition, the paper presents statistical data representing the frequency of the use of metaphorical models in English advertising texts, allowing to judge the degree of importance and weight of metaphors in terms of creating an emotional background and psychological impact on the recipient of the advertising text