Metaphtonymy critical analysis in advertising slogans

Remyannikova D., Mishlanova S.

Currently special attention is paid to the cognitive linguistics study, established in the last decades. Cognitive linguistics is an approach to the study of language which is based upon human perception and conceptualization of the world. The study represents a research carried out within a cognitive paradigm of modern linguistics. The study conducts an analysis to determine the way of interaction between metaphor and metonymy (metaphtonymy). The material of the research is advertising slogans of fast-food restaurant McDonald’s. This article focuses on methods of cognitive and critical-discourse analysis. The results of the study demonstrates what kind of the ideological background contains slogans, what role metaphtonymy plays in advertising slogans creation, as well as how metaphtonymy influences the decision-making process in recipients who receive messages.

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