Linguistic features of using metaphor in the English advertisement of food and drinks

Maslakova A. O.

This article focuses on studying the influence of metaphor on the creation of the advertising image and specifying linguistic features of its functioning in the advertese. In the modern world metaphor in the advertisement is one of the main figures of speech which is able to affect people’s minds while buying any kind of food or drinks. This trop characterizes goods on the basis of hidden comparison. Our research was held on the materials of advertising texts that are located in the electronic versions of English magazines, blogs and videos. The accent in the article is given to the author sense metaphor classification in the English advertisement of food and drinks.

Keywords:metaphor, advertisement of food and drink, figure of speech, trope, discourse, worldview.