Metaphor in horoscopic text: functional aspect

The article examines metaphors in modern horoscopic texts from the perspective of cognitive linguistics. Based on the analysis of 200 contexts, it was found out that the main functions include nominative-figurative, emotive-influencing, manipulative, discourse-forming, aesthetic functions, as well as the function of simplifying astrological concepts. In other words, metaphors make the horoscope text simple and attractive to the reader, arouse emotional interest, endow it with a variety of interpretations and bring it closer to a work of fiction. The author follows the integrative approach combining methods of cognitive linguistics, discourse analysis, and conceptual research. It is proved that metaphorization in horoscopes is based on universal cognitive models («nature→man»; «things→man», «image→instruction», etc.), but is implemented through culturally specific linguistic forms. A special attention is paid to metaphorical complexes – detailed systems of interconnected images that create a holistic picture of the forecast. The work contributes to the study of the mechanisms of secondary nomination in esoteric discourse.