the functions of metaphor in the advertising discourse and the

Report
By YULIIA HRYDASOVA
Scientific supervisor:
Stepanova A.A.
 The object of study - the English metaphor in
advertising discourse.
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The subject of the study - the functions of
metaphor in the English advertising discourse
and its translation into Ukrainian.
 The objective of the diploma paper is to
investigate the functions of metaphor in English
advertising discourse and the peculiarities of its
translation by means of mother tongue.
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1) to study the state of the issue;
2) to define the term "metaphor";
3) to consider the linguistic metaphor concepts;
4) to determine the value and classification of
metaphors in stylistic theory;
5) to identify the main functions of metaphors;
6) to examine common ways of metaphor translation;
7) to investigate the nature of metaphors in English
advertisement;
8) to identify and formulate the main tasks and
challenges faced by the translator during translating
English metaphors in advertising text into Ukrainian.
 - The method of the material selection;
 - Descriptive method that was important when
considering the classification of metaphors;
 - The method of analysis and synthesis, with the
help of that the theoretical material of issue,
results of our research were gathered and
summarized;
 - Descriptive analytical method which has allowed
to process of the lexical material selection;
 Conventional metaphor - a metaphor system that
functions in the human conceptual system and
determine the thought processes and daily activities:
“Pursue your dreams ”
 Ideosyncretic metaphor - non-system metaphors in
language are only one part of a metaphorical concept,
often perceived as "deleted" or "dead" metaphor :
“Don't miss a step on the road to healthy skin “
 New metaphors - creative, poetic metaphors: “Sweet
taste of love“
 Anthropomorphic metaphor - "Anatomy and
Physiology", "Disease", "Family“ – “The hand of
Gucci”
 The metaphor of nature - "Animal World", "World
of Plants“ – “Your Daily Ray of Sunshine “
 The social metaphor- "Crime", "War", "Theater
(entertainment arts)", "Play and Sport" etc. –
“Connecting People “
 Artifact metaphor - House (building)" and
"Mechanism“ – “Home for your feet “
 Body “Our jeans are your genes “
 Health and Illnesses “Catch the fever (Heat fragnance by
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Beyonce) “
Animals “Put a Tiger in Your Tank”
Buildings “Build your dream “
Transport “Fuel for life (Diesel parfume)”
Sport “Wii would like to play”
Food and Cooking “It's What Comfort Tastes Like”
Plants “Roses grow on you”
Weather “Spring whispers”
The heat, cold and fire “Braun's ° CoolTec CT5cc puts
shaving irritation on ice”
Light, darkness and color “Live on the colorful side of life”
The direction of movement and motion “Your future
awaits down the road.”
The sentences in advertising discourse
with metaphor
28%
31%
simple two-part
sentences
41%
simple
mononuclear
verbal
sentences
simple
mononuclear
nominal
sentences
Simple two-part sentences
33%
extended
unextended
67%
Simple mononuclear verbal
sentences
23%
persuasive
77%
narrative
The functions of metaphor in advertising
discourse
image
8%
conceptual
7%
42%
9%
8%
hypothetical
informative
26%
nominative
evaluative
The ways of English advertising metaphor
translation into Ukrainian
translated
literally
10%
50%
using analogies
40%
replaced by
Ukrainian
equivalent
 - metaphors, based on cross-cultural concepts
(“home”, “family”, “game”) have the similar
associations in different languages and can often
be translated literally;
 - the variability of language depends on the
culture, and translator should have also
knowledge about culture to choose the analogue
or equivalent
 - translator should know the specifics of
advertising discourse and functions of metaphor
 - translator should be aware of target advertising
audience, specifics of the products and
companies and have sufficient store of skills
Thank you for your
attention

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