Functional peculiarities of metaphor in advertising discourse

The article deals with the functional peculiarities of metaphor in advertising discourse. According to the author, metaphor reflects cognitive and cultural human experiences encoded in the language. Attention focuses on the fact that the metaphor usage is conditioned by a specific communicative pragmatic situation and a pre-planned perlocutionary effect. This conclusion explains the use of metaphor for either softening or strengthening speech behavior during persuasive intention realization, and it always concentrates on the emotive component of the communication process.