Tambov
SCIENTIFIC SERIES
“COGNITIVE STUDIES OF LANGUAGE”

COGNITIVE MECHANISM OF ZOOMING IN ADVERTISING DISCOURSE

COGNITIVE MECHANISM OF ZOOMING IN ADVERTISING DISCOURSE


Author:  Sokolova O.V.

Abstract:  The paper studies verbal and non-verbal means of configuration of the “zooming in” cognitive mechanism in advertising discourse. The article deals with the semantic shift and the choice of alternative meaning in order to achieve the effect of object zooming in.

Keywords:  linguistic creativity ◆ advertising discourse ◆ focusing ◆ zooming in ◆ polysemy ◆ COVID-19

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