Conceptual integration in the English advertising discourse

Eliseeva Uliya Vladimirovna, Varnavskaya Oxana Оlegovna, Khusainova Evgeniya Nikolaevna, Erina Larisa Sergeevna

This article focuses on conceptual integration as a method of creating an advertising text. This method allows for a more accurate analysis of the information content embedded in advertising works. The authors of the article investigate the cognitive processes of conceptual integration involved in the creation of an advertising image, revealing the pragmatic potential of metaphor as a means of influencing the consumer. As a result of the article, the following conclusions were made: 1. the method of conceptual integration, built on metaphorical models, has established itself as a reliable tool for the analysis of texts that require the disclosure of implicit information; 2. Conceptual integration helps to represent not only the elements of mental spaces themselves, but also their interdependence, the relationship between them, which makes it possible to use conceptual integration as a way of influencing advertising communication.

Keywords:advertising, explicit information, implicit information, conceptual integration.