ANTHROPOMORPHIC METAPHOR IN THE PERFUME DISCOURSE OF THE GERMAN-LANGUAGE ADVERTISING
Ostapova Lyudmila Evgen'evna, Ostrovskaya Ol'ga Valer'evna, Mironova Galina Vladimirovna
Belgorod State National Research University
Abstract. This article discusses the general and particular of anthropomorphic metaphor in the perfume discourse of the German-language advertising. The authors conclude that the explication of the metaphor "perfume product - man", on the one hand, increases the degree of olfactory perception, and on the other hand - initiates the conditions for consumer audience’s manipulation.
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