The cognitive metaphor as the basis of the socialadvertising creolized text

As the main purpose of social advertising is to change the behavioral model of society, the problem of using the linguistic resources for creating a bright memorable image of advertised object is of great practical and theoretical impotance in our time. The main role in this process belongs to the metaphor as one of the means of linguistic expression, the use of which is aimed at strengthening the perlocutionary effect in the advertising discourse. In the article the features of using cognitive metaphors in the creolized text are considered; the types and the cognitive function of metaphors are investigated. The particular attention is paid to the fact that the metaphor makes the audience think in the “right” direction. The multi-code nature of the texts of social advertising is not permitted to ignore the interaction of verbal and nonverbal components. In the PSAs the dialogism of all effective components can be observed, the cognitive metaphor is one of them. The complete image is formed in the mind of the addressee by means of metaphors, as well as the visual component. The conceptual metaphor conveys the explicit and the implicit meaning. The visual component evokes positive emotions, which can reinforce the impression, and have the maximum impact on the addressee.