THE PRAGMATIC POTENTIAL OF METAPHOR IN RUSSIAN LANGUAGE ADVERTISING OF MEDICINES

Sizykh Maria M., Liu Xiangjie

The research is devoted to the study of metaphor in Russian pharmaceutical advertising. The research material was metaphorical contexts from Russian text and video advertisements of medicines. The paper highlights high-frequency, medium-frequency and low-frequency metaphorical models, describes the features of the implementation of a conceptual metaphor in advertising texts of pharmaceutical products. The analysis allows us to define a metaphor not only as a stylistic resource, but also as a linguistic tool with a high pragmatic potential, which consists in manipulating the patient's fears and influencing consumer purchasing behavior.

Keywords:metaphorical model, cognitive metaphor, advertising of medicines, pharmaceutical advertising, pragmatic potential of metaphor