Концептуальные метафоры и гендер (по материалам современных “женских” и “мужских” журналов)
Conceptual Metaphors and Gender (Based on Modern Male and Fimale Magazins)

Summary/Abstract: In clause the question on a place of metaphorical models in communicative strategy of modern Latvian press is considered. Contrastive the analysis has shown, that the arsenal of metaphorical models in female and man's journal discourses is more traditional, than in newspaper discourses. Conceptual metaphorical models often are based on gender stereotypes that became a effective condition for realization of a communicative course advice. This communicative course one of effective courses in strategy formation an own circle.

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