COGNITIVE METAPHOR AS A METHOD OF MANIPULATIVE INFLUENCE (BY THE EXAMPLE OF PERFUMERY DISCOURSE)

The research features the analysis of cognitive metaphor in perfumery discourse (including advertising discourse) as a way of manipulative influence on the target audience in order to arouse interest of potential customers in perfumery products. The author of this report considers various metaphorical processes reflected in advertising texts about perfumes, perfume blogs, as well as in perfume nominations in modern English and French. The aim of the author is to study the cognitive mechanisms of language that underlie the impact on human consciousness. Different types of cognitive metaphor (orientational, structural, ontological metaphors) are covered in order to determine the most successful mechanism of influence on people. To analyze cognitive metaphors, the author resorts to a number of referential areas of perfumery and provides the most conspicuous examples. This article also presents examples of euphemization in perfumery discourse. The author highlights the most important functions of metaphor to confirm the impact of metaphors on the psychological and emotional state of a person. The findings in the article are important for the interpretation of the motivational aspects of manipulative influence on people through linguistic means and imagery