The metaphorical image of Irkutsk as a means of creating a positive image of the city

The purpose of the study is to describe the metaphorical image of the city of Irkutsk by identifying the main conceptual metaphors. The article discusses information and advertising texts about the city of Irkutsk, dedicated to both the city as a whole and its individual objects and attractions. The subject of the research is linguistic metaphors, on the basis of which conceptual metaphors are identified. The scientific novelty of the study lies in the fact that the metaphorical image of the city of Irkutsk is described for the first time. As a result of the study, using statistical analysis, five main conceptual metaphors with source spheres were identified: an attractive personality, a precedent toponym, a fantastic object, a house/manor and lace. The most commonly used metaphor in advertising texts is anthropomorphic. This study explores how this metaphor is employed to portray Irkutsk citizens as attractive people, emphasizing thier positive qualities. St. Petersburg, Athens, and Paris act as precedent toponyms with which the city is covertly compared. The source sphere is a fantastic object that adds the supernatural and happiness to the metaphorical image of Irkutsk, and the house adds comfort and a sense of security. The sphere is the source of metaphorization. Lace is typical for Irkutsk, emphasizing the originality of the city. The axiological content of each conceptual metaphor is revealed to influence the target audience – potential tourists of the city of Irkutsk.