Metaphorization as a tool for effective implementation of slogans (based on media materials)

Abstract

The article examines the process of metaphorization of words in the light of the creation and implementation of slogans – short statements of an appealing nature, actively used in advertising. The universal role of metaphor as a means of semantic formation in the modern communication field is noted, as well as its ability to influence the recipient in a given semantic way. The author emphasizes the individual, authorial, expressive nature of this kind of constructions, as well as the relationship between the linguistic experience of the individual and the social environment in which it is realized. The national and cultural context is taken into account, as any mentality differs in its own interpretation of well-known symbols. The role of paralinguistic tools involved in successful representation is touched upon. Based on the conducted research, conclusions are drawn about the cognitive nature of slogans, their assigned evaluative value and their ability to exert psychological influence. In this regard, metaphorization is highlighted from the perspective of a game model, where, at the general linguistic level, mental analogues of objects are operated with the aim of enlarging the emotional and semantic component. Metaphor is interpreted not only as a means of imagery, but also as an assessment capable of reproducing maximum values. At the same time, the reverse process stands out, when, due to insufficient wording or associativity, slogans do not cause full perception and lose their functions. Ultimately, a slogan is understood as an element of word-making, consisting of lexical, stylistic, paralinguistic, and cultural-historical components, which makes it possible to consolidate it at the level of stable turns of speech that have common features with phraseological units, but, unlike the latter, with less hidden semantics.