Когнитивни модели и езикът на рекламата
Cognitive models and advertising discourse

Summary/Abstract: The paper is part of a monograph dedicated to the linguistic peculiarities (verbal and nonverbal) of advertising discourse. The approach is cognitive. The objective of the author is to examine the metaphorical projections of some of M. Johnson’s image schemata (compulsion, causality, container, balance) and Lakoff-Johnson’s metaphors: ontological, orientational, structural. These mental entities could be “seen through” the lexical meaning of a set of Bulgarian process verbs, names of image-schemata (for example strength and its derivatives, balance and its synonyms). One can also grasp the essence of these schemata in the meaning of speech acts. The article establishes the functions of such cognitive entities in the language of advertising giving an answer to the question: why are some features of the advertised products foregrounded while others are left in the background.

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