METAPHOR AS A CONCEPTUAL COMPONENT OF PERSUASIVE COMMUNICATION

METAPHOR AS A CONCEPTUAL COMPONENT OF PERSUASIVE COMMUNICATION

Author:  A.F. Panteleev, I.A. Kudryashov

Affiliation:  Southern Federal University

Abstract: 

Within the frameworks of the persuasive communication the metaphor fulfils various functions. The impact of the metaphor upon the persuasiveness presupposes potentially some mechanisms on the cognitive processing the communicative act on the part of the addressee. The metaphorical judgments: 1) activate in the speaker’s consciousness the information which supplements the communicative topic of the utterance and therefore predefines the addressee’s pragmatic attitude towards the topic; 2) facilitate the forming of the addressee’s impression on the communicative source of the similarity between the implicitly compare objects manifested in the utterance; 3) presuppose the character of processing the arguments with the literary meaning contained in the communicative act. The processes indicated above actually reinforce the metaphorical judgment persuasiveness, promote the addressee’s interpreting the judgments as well as the further arguments with the literary meaning in the pragmatic direction which was previously programmed by the speaker.

Keywords:  metaphor, persuasive communication, communicative topic, metaphoric judgment interpretation.

References: 

Агеев С.В. Метафора как фактор прагматики речевого общения: автореф. дис. … канд. филол. наук. СПб., 2002.
Липилина Л.А. Концептуальное моделирование метафорического значения // Когнитивно-прагматические аспекты лингвистических исследований: сборник научных трудов. Калининград: КГУ, 2001. С. 121-128.
Пименова М.В. Душа и дух: Особенности концептуализации: монография. (Серия «Концептуальные исследования»; Вып. 3). Кемерово: ИПК «Графика», 2004.

Pages:  591-594