LINGUISTIC AND COGNITIVE PRINCIPLES FOR METAPHORICAL UNDERSTANDING OF THE WORLD (Based on the materials of advertising tourist discourse) // BSU bulletin. Philosophy. - 2017. №3. Филология. Philology. - С. 58-63.

LINGUISTIC AND COGNITIVE PRINCIPLES FOR METAPHORICAL UNDERSTANDING OF THE WORLD (Based on the materials of advertising tourist discourse)

DOI: 10.18101/1994-0866-2017-3-58-63 UDK: 811:659.1(430)

The article deals with the problem of metaphorical influence on the end consumer in German-speaking advertising discourse. The main purpose of the study is to conduct research of German metaphors in terms of interaction between language and cognition. We have defined the cognitive strategy for using metaphors, including the method of analyzing the dictionary definition and contextual analysis. It is established that meta- phors promote touristic products due to positive appraisal in their connotative meaning. Interaction between linguistic and cognitive implications of human perception is rea- lized through implementation of the discourse strategy “If I get this tourist service, I will be happy”.

metaphor; advertising discourse; tourism; discourse strategy; tactics; frame; gestalt; source domain; target domain; cognitive metaphor.