ARCHETYPAL METAPHOR AS THE BASIS OF EONYMIC EXPRESSIONS - POLITICAL APHORISMS

Tumanova Ekaterina Olegovna

The research is devoted to the study of archetypal metaphors in contemporary political discourse on the example of political aphorisms. The study of metaphors in texts of ideological and political discourse is a necessary component to identify the hidden attitudes of communicators and determine the power of discourse impact on the perception of the information message. Based on the assumption that the knowledge of power representatives' metaphorical repertoire helps to identify subconscious mechanisms of their activity and their real attitude towards the situation, in the given work stable phrase unities - language aphorisms, that became winged expressions in German language and belonging to prominent political figures of Germany in the late XIX - early XX century, were subjected to linguistic analysis. The studied political maxims include both programme slogans and maxims of politicians on the social and political state of society and its development. Some researchers do not consider it possible to deploy metaphor in a small political genre. The aim of the article is to refute the existing theory and justify the possibility of deploying metaphorical imagery on the example of German-speaking political aphorism as a small genre. The analysis identifies a group of political aphorisms, the brevity of form and depth of content of which are built on account of metaphorical images used in their structure, in particular the skillful treatment of archetypical metaphors by the authors of the statements. This type includes metaphors based on universal archetypes, such as the images of the natural cycle, navigation and navigation, heat and cold. The author provides five examples of political aphorisms based on archetypal metaphors, describes their linguistic features, conducts historical and etymological analysis of their content, reveals the metaphorical image in their basis and notes the significance for modern political communication. The result of the study is the substantiation of the theory put forward about the possibility of deploying metaphor in a small political genre, which could form the basis for further scientific research.

Keywords:political discourse, political communication, political aphorism, linguistic aphorism, quote, German language, metaphor, archetype, archetypal metaphor