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Peculiarities of metaphtonymy analysis in advertising slogans

Remyannikova D.   ( Perm State National Research University )

Mishlanova S. L.  (Doctor of Philology, Professor, Perm State National Research University)

The article represents a research carried out within a cognitive paradigm of modern linguistics. The study represents an analysis of the way in which metaphor and metonymy interact (metaphtonymy). The material of the research is English-language advertising slogans of fast-food restaurant KFC. The methods used in the investigation are Metaphor Identification Procedure (MIPVU), Five-step metaphor analysis and Critical metaphor analysis.

Keywords:metaphor, metonymy, metaphtonymy, advertising discourse, critical discourse analysis
 

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Citation link:
Remyannikova D. , Mishlanova S. L. Peculiarities of metaphtonymy analysis in advertising slogans // Современная наука: актуальные проблемы теории и практики. Серия: ГУМАНИТАРНЫЕ НАУКИ. -2018. -№05/2. -С. 132-137
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