INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCHERS
ISSN: 3030-332X Impact factor: 8,293
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THE STUDY OF METAPHORS IN ADVERTISING TEXTS
G‘ulomov Jahongir Javlon o‘g‘li
Denov tabirkorlik va pedagogika instituti tadqiqotchisi
Аннотация:
В данной статье рассматривается использование метафоры в рекламных
текстах как одно из эффективных средств языковой выразительности. Особое внимание
уделяется функциям метафоры в рекламной коммуникации: привлечению внимания,
эмоциональному воздействию, формированию образа бренда и запоминаемости
сообщения. Также анализируются типы метафор, наиболее часто встречающиеся в
рекламе, и их культурные особенности.
Ключевые слова:
реклама, метафора, языковая выразительность, коммуникация, образ
бренда, рекламный текст
Annotation:
This article explores the use of metaphor in advertising texts as one of the most
effective tools of linguistic expressiveness. Special focus is placed on the functions of metaphor
in advertising communication: attracting attention, emotional appeal, shaping brand image, and
enhancing message memorability. The study also examines the types of metaphors frequently
used in advertisements and their cultural specificity.
Keywords:
advertising, metaphor, linguistic expressiveness, communication, brand image,
advertising text.
Introduction
Language units are studied in different contexts, especially since its study in connection with
the text fully manifests the peculiarities of each linguistic phenomenon. It is known that each
language will have its own order of words, and also the order of words can be changed at the
request of the speech situation. In particular, by changing the order of words in advertising texts,
it is possible to strengthen the meaning, increase the emphasis. In Uzbek and German, the
phenomenon of inversion has been studied in detail, but in the study on the basis of advertising
texts, there are still issues from waiting for their own solution. Advertising text is an example of
the maximum use of language tools, the pragmatic aspect of which is manifested directly in its
specific expression-the choice of grammatical and lexical units, stylistic styles, special syntax,
the organization of printed materials, the use of elements of various character systems, etc. The
creation of advertising texts is based on two trends: compactness, laconism and expressiveness
of expression, as well as the volume of information.
J.Lapasov argues that " the text is a speech representation, and in terms of function is a
complete oratory whole. Each text has a complex structure and content content, which is an
example of oral and written creativity... The publicistic text is more about the field of the press
and is manifested in the message, article, review, reportage, ocherk and feletons. From this,
reportage, ocherk and feleton are distinguished from others by the fact that they emdiv both
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artistic and journalistic features... The publicistic text is also different from the artistic text in its
linguistic characteristics".
B. Abdullayev: "text is the most important component of print advertising. In advertising, there
are other elements to demonstrate product quality and comfort. They are drawing, painting,
trademark, etc. But in advertising, the text is the main content. The composition, convenience,
advantage, novelty, address and trademark of the product are conveyed to the consumer through
the text. Today, the modernization of some of the tasks of the advertising text has occurred. For
example, an additional location relay map, site and email addresses are also included in the
address. In addition to convenience and advantages, a show of various animations appeared.
The text is at the forefront as the product or service displays its information to the fullest”.
Usually, metaphor is analyzed and considered as one of the types of rhetorical figures or tropes
spoken in ancient rhetoric. Paths are used to make speech more expressive, to decorate it, which
is equally necessary both in artistic text and in public speech. Therefore, we can find the
analysis and consideration of metaphor as a visual-expressive tool both in textbooks on rhetoric
and in textbooks on literary theory. Of course, the specifics of the analysis are slightly different
— in poetry, metaphor is perhaps considered as a means of forming an artistic image, a way to
demonstrate the worldview of an individual author, the writer's style, so the more unexpected,
bright and "new" the metaphor, the higher its artistic significance. This side of the use of
metaphor understands literary works dedicated to the use of various metaphorical figures and
images in the work of one writer or another, literary theorists also talk about it. For Example, B.
N. Tomashevsky explained the essence of the metaphor in the 20s of the 20th century, noting its
use, first of all, in artistic texts: "metaphor means an abbreviated analogy. However, there is a
big difference between metaphor and analogy. In the analogy, both the subject and the basis of
the comparison are named. There is none of this in the metaphor.
It is required that the reader himself guess in an unusual sense what it is about and why the
usual word is replaced by another. Thus, metaphor requires more thought and imagination work.
In this regard, it is also a powerful visual tool from comparison. This explains why the
comparison can be found in a scientific treatise where a logical presentation is necessary.
Metaphor is the advantage of imagination-oriented artistic discourse" . A person not only forms
his thoughts with the help of metaphors, but also thinks with metaphors, with the help of
metaphors he forms the world in which he exists and lives.
Metaphors mean how the picture of the world is reflected, how it is reflected in the general
mind and what it is, this picture of the world. All this makes it possible to distinguish metaphor
as a micro model of the individual views of the world. In communication activities (primarily in
the media), metaphor is an important tool that affects the consciousness, feelings and will of the
recipient, therefore, the use of metaphor is often understood as a form of manifestation of
intolerance to the addressee of speech. This problem has already been considered in the modern
scientific literature. M. R. In the analysis of the effectiveness of modern media texts by
jeltukhina's main study, special attention is paid to metaphors and similar figurative meanings:
"metaphor, metonymy, synecdoche as the main types of tropes have the most suggestive effect
in mass medial speech" therefore, at present, the analysis of metaphorical images is also a
method of study of mental processes and understanding But the possibilities of metaphor are
not limited to this.
Below we will analyze the main functions of metaphor and the problems associated with the
use of metaphor in modern speech practice, that is, in advertising texts. Metaphor-metaphorical
use of the word on the basis of similarity paths, similarity associations. The advertising
metaphor allows you to understand some objects through the properties and qualities of others.
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It is aimed at forming an original advertising image and freely introducing any assessment into
the text. Therefore, many consider metaphor as a hidden source of information. Among the
available metaphors are the following: metaphors of the organism.
They are based on words that involve a direct or indirect assessment of taste, touch, touch and
other sensations. - "Fragrant tea of summer "("Nice Ti" non-alcoholic drink). - "Cool in Lipton
Ice Tea". - "The taste of nature in every Lollipop"(lollipops"Sula"). - "Feel the power of color
"("Xerox" copies). This, of course, is not all, but the main types of metaphors that we have been
able to find through the analysis of many advertising texts. As we can see, metaphor attracts
attention, often causing positive emotions in the recipient. These stylistic figures"save speech
by more accurately naming the concept, movement". In addition to simple metaphors,
advertising still contains some metaphorical images that evoke entire living images in a person's
imagination. The metaphor clearly and effectively implements the principle of individualization,
which emphasizes the uniqueness and uniqueness of objects of comparison/comparison, reveals
their similarity only from a certain point of view and focuses all attention on only one detail.
Currently open to our point of view. Therefore, metaphor is an ideal means of choosing its own
point of view, its possible perception and description of the accompanying reality only from a
certain position, as well as the appropriate means of nomination and methods of classifying
objects of reality. A metaphor is defined as a hidden comparison that is made by applying the
name of one thing to another and thus revealing an important property of another. In modern
works on metaphor, three main views of its linguistic nature can be distinguished: metaphor as
a way of existence of verbal meaning, metaphor as a phenomenon of syntactic semantics,
metaphor as a way of conveying meaning in communicative act .
A.Abdusaidov's monograph" The Social essence of the Uzbek language", articles such as" Let
the language of Advertising be clear and clear "and" advertising and literacy " partially covered
the social characteristics of advertising texts. According to the scientist, the requirements for
the language of advertising include their statement in pure language, their expression in full in
this language.
Z.Tohirov media in its manual" theory and practice of the language and methodology of
advertising " divides the main requirements for the text of advertising into 5 groups: 1. It is
necessary to highlight the main idea; 2. The position of the brand should be clearly indicated; 3.
It should be noted to consumers that it is useful; 4. The name of the trademark is emphasized
and strengthened; 5. The text is written clearly and succinctly. The scientist's thoughts are
appropriate. In fact, it will be possible to create an advertising text that expresses a certain
completed meaning only when the five aspects mentioned above are embodied.
In his opinion, in Uzbek linguistics, word order is studied on the basis of artistic prose,
therefore, readers do not have a clear idea of what features word order has in poetry and prose,
and, moreover, word order in poetry serves not only to reveal this style, but also to reveal the
individual-methodological features of the creators of words.
Sh.Egamberdiyeva: "advertising speech acts as a means of communicative influence. The main
thing in this effect is the intention of the client, the intention of the performer. They determine
the choice of means of artistic expression in a set of linguistic and non-linguistic means. The
use of language tools and techniques enhances the overall expressive effect of advertising. In a
particular text, any neutral language tool, depending on the intentions of the advertising creator,
can have an emotional, figurative or aesthetic effect and change, that is, expressive, this effect
INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCHERS
ISSN: 3030-332X Impact factor: 8,293
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can be disseminated to all advertising appeals.
The definition of the meaning of the advertising text is carried out primarily through a linguistic
organization with a lexicosemantic image of the text and its syntactic and semantic design. The
semantics of the advertising text are strictly justified and are closely related to the semantics of
a single word, characterized by certain meanings, associations and influences. Performs the
main semantic load in the advertising text.
K.L.Bove and W.F.Arens describes advertising as "impersonal information transmission". This
definition focuses advertising attention on a mass audience. T. N. Systematically developed by
Kolokoltseva, it is defined as a meaningfully, functionally organized message, the recipient of
which, carried out using various verbal and non-verbal means, has a psychological effect on the
recipient of a certain communicative strategy and sets a goal for himself through the use of
tactics.
E.V.Medvedeva writes about the importance of the title: "the title contains the main advertising
appeal and the main advertising argument". In turn, V.Arens & amp; K.Bovais argue that the
title fulfills six main functions:"(1) it must attract attention; (2) the title must choose its reader,
that is, it contains what interests one or another consumer; (3) the title must include the reader
in the main part of the text; (4) the title must fully reflect the commercial idea; (5) the title must
promise the buyer; 6) the title should reflect something new in the product of interest to the
reader"
Having studied the information content of advertising, its communicative function can be
formulated as follows: 1. to convey new reliable information to the recipient (cognitive data); 2.
ensuring the reliability of the acquisition of this information by influencing the feelings and
memory of the recipient (emotional information); 3. reinforcing this reliability with the pleasure
that the recipient receives from the text (aesthetic reference)
N. S. Valgina believes that expanding the range of fragmented and segmented syntactic
structures is a trend in modern syntax.
Syntactic tools such as parcellation and ellipsis are used more or less the same in both
languages and perform the same functions. While inversion is the most common phenomenon
in German, it is observed that advertising texts with inverted word orders are very rare in
English. In addition to the syntactic tools chosen for research: syntactic repetition, parcelling,
ellipsis, inversion, other syntactic tools are also used in advertising texts in German, Uzbek
languages: gradation, rhetorical question, exclamation sentences, direct speech, question-and-
answer constructions, special punctuation marks. There is also a combination of different
expressive means at different language levels.
References:
1.
Томашевский Б. В. Поэтика (краткий курс) [Текст] / Б. В. Томашевский. — М.: «СС»,
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Желтухина М. Р. Тропологическая суггестивность масс-медиального дискурса: о
проблеме речевого воздействия тропов в языке СМИ монография] [Текст] / М. Р.
Желтухина; РАН, Ин-т языкознания, Моск. ун-т потреб. кооп. — Москва-Волгоград,
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3. Мачушенко, Т. С. Метафора в рекламных текстах / Т. С. Мачушенко. — Текст :
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