Journal sections
Archive and statistics
Log in



or
Печатный вестник PRINTED
BULLETIN OF
THE MRSU
Издательство МГОУ Publishing house the
MRSU
CONTACT US:

Our address: 105005, Moscow, Radio street,10a, office 98.

Telephone:
+7 (495) 780-09-42 add. 1740,
+7 (495) 723-56-31

E-mail: evest_mgou@mail.ru,
e-mag@mgou.ru

Work schedule: Monday to Thursday from 10-00 to 17-30,

Friday from 10:00 to 16-00,

lunch break from 13:00 to 14-00.

 

WE IN SOCIAL MEDIA

BK Facebook Telegram Twitter Instagram

Bulletin of the MRSU / Section "Linguistics" / 2013 № 2.

 

N. Kozlova

[Metaphorical modeling of the affective-evaluative features of advertising proposition in the context of the advertising pragmatics (on the example of Russian and German abstract vocabulary)] In: Bulletin of the Moscow Regional State University (electronic journal) [Bulletin of the Moscow Regional State University (electronic journal)], 2013, no. 2.


UDC Index: 81-114

Date of publication:

The full text of the article

Downloads count Downloads count: 38

Abstract


The article reports the characteristics of the metaphorical modeling of the abstract vocabulary to the analyses of the Russian and German advertising propositions. The author investigates the role of the lexical context in the generation of the associative – figurative background and identifies the problem of the influence of the mataphorical process on affective-evaluative features of advertising proposition. The article describes the metaphor as linguistic device that makes possible for the advertisers with a view to intensification of the communicative effect to activate the correlation of the evaluation and the emotiveness in the process of the interpretation.

Key words


metaphor, abstract vocabulary, advertising propositions, emotiviness, evaluation, communicative effect

List of references


Лицензия Creative Commons