Metaphtonymy as the mechanism of knowledge representation in the advertising discourse

This study is carried out within the framework of the cognitive paradigm of modern linguistics. The study conducts an analysis to determine the way of interaction between metaphor and metonymy (metaphtonymy). The material of the research is advertising slogans of fast-food restaurant McDonald’s. The methods used in the study are Metaphor Identification Procedure (MIPVU), Five-step metaphor analysis and Critical metaphor analysis.