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SOURCE:   Philological Sciences. Issues of Theory and Practice. Tambov: Gramota, 2019. № 5. P. 284-288. ISSN 1997-2911.
SCIENTIFIC AREA: Philological Sciences
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https://doi.org/10.30853/filnauki.2019.5.60

METAPHOR IN THE AMERICAN POLITICAL ADVERTISING

Koval’chuk Lidiya Petrovna
Chelyabinsk State University


Abstract. The article reveals the structural and cognitive specificity of the metaphor in the American political advertising. The purpose of the study is to determine the structure of the metaphor and its cognitive features by the example of political videos of recent years using the theory of conceptual integration. Novelty of the work is determined by the fact that internal mechanisms for constructing the metaphor are being studied and an attempt is made to explain the processes occurring in the mind of a recipient when understanding metaphorical context. The results suggest that the metaphor is a complex cognitive formation resulting from the interaction of several mental spaces.
Key words and phrases: метафора, бленд, концептуальная интеграция, ментальное пространство, межпространственное отображение, политическая реклама, metaphor, blend, conceptual integration, mental space, interspatial mapping, political advertising.
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