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SUMMARY

The presented paper is dedicated to the analysis of such a topical problem as the use of metaphor and metonymy in modern advertising texts.

The object of the work can be defined as the study of slogans selected from modern English press and the Internet. The main aim of the paper consists in examining the nature of metaphor and metonymy used in English advertising texts and analysing contextual significance of these stylistic devices. It determined the accomplishment of such objectives as:

- profound analysis and systematization of the usage of metaphors and metonimy in English advertising texts;

- general description of the studied practical material in terms of thematic, stylistic and morphological features of English advertisements;

- defining the role of metaphor and metonymy in the creation and understanding of advertising texts.

Advertising is a special sphere of literary language, with its specific goals and language means. Metaphor and metonymy are the means most commonly used in the ad text, the authors of which often use these techniques with the aim of convincing potential buyers (more on an emotional level than rational) and attracting their attention, achieving the desired expressiveness.

The scientific novelty of the presented research lies in the investigation of the ways, mechanisms and forms of functioning of metaphorical and metonymic units in specific sublanguages (financial, medical etc.) and categories (advertising, wedding announcements). Full study tropes of language category in their functioning and interdependence several key levels (semiotic, cognitive, discursive).

Key-words: advertising, slogan, metaphor, metonymy, transfer of meaning, metaphor-metonymy interplay