Features of Functioning Economic Metaphorical Terminology in Modern Advertising Discourse

Abstract

Introduction. Economics and linguistics are United by the dualism of human nature: word and action. Modern society clearly demonstrates the convergence of the spheres of Economics and linguistics, as civilization develops in a digital format. Object of research: terms-metaphors in the language of Economics. The concepts of Economics play an important role in the complex process of cognition of changes in the life of society, they are implemented as new meanings of familiar words, forming a new holistic system. Close attention is paid to the functioning of economic terminology in modern advertising discourse. The subject of the study: language / speech implementation of the mechanism of influence of economic advertising forms in the mass-media economic advertising discourse. Our hypothesis. Interest in the relationship between Economics and linguistics is since Homo sapiens was replaced by Homo Economicus, a rational subject making rational decisions. In this regard, the verbalization of economic concepts is changing. We analyze only the used algorithms of metaphorization of economic concepts that influence the verbal behavior of modern man. "Dry" is an economic term, through the metaphor becomes more understandable for the ordinary native speaker. Methodology. Methods of applied linguistics for the analysis of language metaphors used in economic terminology in the mass-media economic advertising discourse. Applications of this study: applied linguistics, economic terminology, language theory, psycholinguistics, social Economics. Novelty/Originality of this study: We propose to consider the semantic field of the economic term as the sphere of existence of the latter in the subjective lexicon, and through it in the unified information base of a person as a carrier of language consciousness, which is an integral part of the individual's worldview and is formed from the complex interaction of his knowledge.