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SOURCE:    Philology. Theory & Practice. Tambov: Gramota, 2021. № 10. P. 3122-3126.
SCIENTIFIC AREA:    Philological Sciences
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https://doi.org/10.30853/phil210481

Axiological Potential of Depersonification in Advertising Tourist Discourse of Germany

Tretiakova Evgenia Valeryevna
Irkutsk State Medical University


Submitted: 30.08.2021
Abstract. The paper aims to reveal axiological potential of depersonification as a basis of conceptual metaphor MENSCH IST KEIN LEBEWESEN (Human Being Is an Inanimate Object). This conceptual metaphor constitutes a basis of advertising tourist discourse of Germany. In other types of discourse, depersonification is associated with negative connotations, which contradicts the purpose of advertising tourist discourse - to present an appealing description of tourist objects. The findings indicate that in this type of discourse, this conceptual metaphor has a positive axiological connotation. Scientific originality of the study lies in the fact that the author analyzes non-traditional axiology of depersonification.
Key words and phrases: деперсонификация, концептуальная метафора, аксиологический потенциал, рекламный туристский дискурс, метафорический образ, depersonification, conceptual metaphor, axiological potential, advertising tourist discourse, metaphorical image
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