Irina S. Krivoruchko
the Kuban State Agrarian University
Neological metaphor as a visual means of modern business communication
Krivoruchko I.S. Neological metaphor as a visual means of modern business communication. Vestnik of Kostroma State University, 2022, vol. 28, № 2, pp. 224–227 (In Russ.). https://doi.org/10.34216/1998-0817-2022-28-2-224-227
DOI: https://doi.org/10.34216/1998-0817-2022-28-2-224-227
УДК: 81`42:811.111
Publish date: 2022-05-12
Annotation: In the context of such realities of social progress as the globalisation of the economy, the digitalisation of business and social activity, the emergence of new concepts are the inevitable facts. In addition to their nominative function, new language units have an expressive potential that implements the strategy of attracting attention. Modern English business discourse is a reflection of current events taking place in the world economy; in this regard, the problem of studying the expressive component of business texts is acute, since it is the means of expression that enrich the communication process with new images forming a reliable guarantee of its effectiveness. In our study, we turned to the analysis of linguistic means that at the same time have two potentials of expressiveness – namely, metaphors that have appeared relatively recently (in the period 2015-2022) in the framework of English business discourse and those with absolute structural, formal novelty, i.e. neologism metaphors. Interest in metaphors from the point of view of neology is due to the fact that, due to their characteristics, they give business texts imagery, originality and are of significant impact (pragmatic) influence. It is necessary to note the temporary nature of this influence – over time, neologisms (including neologism metaphors) can enter into constant use, which in turn entails the loss of the novelty factor and its properties, and thus necessitates the timely study of neological processes in the language.
Keywords: business discourse, business text, visual means, communication efficiency, neologism, metaphor.
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Author's info: Irina S. Krivoruchko, the Kuban State Agrarian University, Krasnodar, Russia, ira7791@mail.ru, https://orcid.org/0000-0002-7264-1080