METAPHORIZATION PROCESS IN THE GERMAN TECHNICAL DISCOURSE
Bukeeva Mariya Evgen'evna
Omsk State Technical University
Submitted: 16.09.2019
Abstract. The article examines metaphorization process in the German technical discourse. A metaphor is considered as a cognitive means of manipulation, which serves to realize the author’s pragmatic intentions. The analysis of illustrative material shows how the combination of the verbal and visual metaphor helps to form the required stable image in the addressee’s consciousness. The analysis of the German technical texts indicates that the use of stylistic devices broadens a company’s communicative potential and promotes successful communication with partners at all the stages of interaction.
Key words and phrases: технический дискурс, метафоризация, моделирование текста, концептуальная метафора, визуальная метафора, специализированная лексика, профессиональная коммуникация, современный немецкоязычный текст, technical discourse, metaphorization, text modelling, conceptual metaphor, visual metaphor, special vocabulary, professional communication, modern German text of professional orientation
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