The functioning of the metaphoric model expansion in the image economicdiscourse of the press

On the material of the supplement Business to the regional daily newspaper Krasnoe Znamya(Tomsk) the variants of the metaphoric model expansion in the image economic discourse of the pressare considered. A metaphor in the article is understood to be the result obtained in the process of cognitiveoperation that is the affinity of two notional spheres. One of these spheres is well known andcomprehensible and the other one is new and insufficiently explored. Metaphor develops in speech, itis the context that is important for its understanding; as a rule, metaphor is a word-group. A ratherwide range of lexical items belongs to the category of metaphors - metonymies, comparison, phraseologicalunits. Metaphor is one of means that contribute to the image making - one can more effectivelypresent this or that aspect of businessman's activity with the help of a metaphoric model. Forexample, a solid and stable staff can be represented as a close-knit prosperous family, a dynamicallydeveloping business as a fast growing plant, a smoothly running work of the enterprise can be called"Swiss watch". Three variants of metaphoric model functioning stand out in the text: a monopolistmodel (one model expansion), synonymy of metaphoric models (two or three models expansion), andthe radial approach to metaphoric modelling (more than three models function in the text).The one dominant model expansion organizes the text and provides the connection of its parts. Inthis case one can use the frames and slots only from one notional sphere. Metaphor ensures the textcoherence and integrity, intensifies the aesthetic significance and has an influence on the communicationefficiency. It can evolve in different directions in the text according to the available system offrames and slots.There can be two different variants of the dominant model expansion in the text. The first one iswhen the model evolves very closely in the text expanding into a variety of frames and slots. It seemsto keep the whole text acting as a peculiar cementing basis. The other variant is when there are metaphorsthat refer to the same metaphoric model in the article.Parallel expansion (synonymy) of two or three models referring to different, sometimes even oppositional,notional spheres is often used in texts. The abundance of two and three models expansion isconditioned by the fact that any event or phenomenon can, as a rule, be interpreted through differentmetaphors. It is caused by the variation and creativity of human thought, for in the process of reflectionand in the course of communication different ways of contrast are searched.When more than three models evolve in the article, the radial approach of metaphoric modelling isused. There is some semantic core, the magnet of metaphoric attraction, which interacts with differentnotional spheres. The most widespread phenomena are the synonymous expansion of metaphoric modelsand the radial approach. The introduction of metaphoric models into the image economic discourselet us both comprehend a new fragment of reality and solve the problem of creating a positive image ofa market participant.

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