ANTHROPOMORPHISM AS A MEAN OF THE METAPHORICAL VERBALIZATION OF PR-PRACTICE IN NEWSPAPER DISCOURSE

Abstract

The article is dedicated to the analysis of peculiarities of PR-activity verbal expression. In the center of research is using anthropomorphic metaphor to present PR in a newpaper discourse. Because social communication attracts the attention of not only political scientists, sociologists, psychologists, but also linguists. Mass media use certain sets of verbal instruments to influence and inform the audience. Such tools must be relevant, clear and bright. And metaphor is a such one. It suggests the idea of transferring features of one item to another one using elements of semantical relation.

Metaphor is the subject in linguistic research because of being the most productive creative way of enriching a language. In the process of metaphorisation signs of one conceptual sphere are used to nominate signs of another one. Cognitive mechanism of creating metaphors is interaction of the sphere-source and the sphere-aim.

Studying concept PR / ПІАР / ПИАР through the prism of metaphorical mechanisms and finding general consistent patterns of metaphorical models gives the opportunity to reveal key information that reflects understanding of PR-practice in studied languages. The focus of this study is the conceptual sphere of figurative characteristics of PR-activity Human. It includes 3 domains of transference sources («Physiological features», «Activity», «Relations») and models of metaphorical transferences (metaphorical models) (e.g. («Parts of body», «Power/strenth», «Fertility», «Illness» «Food», «Success», «Money», «Harvest», «Mechanism», «Building», «Object») that contain relevant information for the selected semantic type of the metaphor Human.

The anthropocentricity of the vision of the environment is explained by the fact that a man subconsciously conceptualizes the reality using similarities with his nature. Based on the examples of English-, Ukrainian-, Russian-language newspaper discourse, it is revealed that PR-activity acquires the following anthropomorphic features: physical, mental, emotional, speech and social.

The results of the study showed that techniques of anthropomorphisms used as a mean of verbal influence in three languages can coincide and differ. Further researches can be connected with studying other conceptual spheres of figurative characteristics of PRpractice verbalization in three suggested languages.