This article deeply analyzes the linguistic-cognitive mechanisms of metaphor in English advertising business discourse. In the advertising sector, metaphors play a crucial role in strengthening the connections between brands and consumers. Moreover, metaphors express consumers' emotions, behaviors, and values, which significantly impact products and services. The article examines key metaphor categories such as “Innovation & Novelty”, “Happiness & Emotion” and “Power & Speed” in conjunction with cognitive approaches. Using a Venn diagram, the interconnections among these categories are illustrated. As a result, metaphors serve as an important communicative tool in advertising discourse, essential for linking brands with consumers. These studies will further assist in the development of linguistics and cognitive linguistics in the advertising field in the future.
| Mualliflar | Kodirova , Mukaddas, Кодирова , Мукаддас, Qodirova , Mukaddas |
|---|---|
| Jurnal | Хорижий лингвистика ва лингводидактика |
| Nashr sanasi | 2024-09-25 |
| Jild | 2 |
| Son | 3/S |
| Betlar | 84-89 |
| Til | O‘zbek |
| DOI | 10.47689/2181-3701-vol2-iss3/s-pp84-89 |
DOI: 10.47689/2181-3701-vol2-iss3/s-pp84-89 · Maqolaning asl sahifasi
metafora, reklama, biznes diskursi, lingvistik-kognitiv mexanizm, kognitiv yondashuvlar, метафора, реклама, бизнес-дискурс, лингвистико-когнитивный механизм, когнитивные подходы, metaphor, advertising, business discourse, linguistic-cognitive mechanism, cognitive approaches
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