TY - JOUR
TI - The category of evaluation of the primary value of marketing terms through metaphorical rethinking
AU - Demchuk, Nataliia
TI - The category of evaluation of the primary value of marketing terms through metaphorical rethinking
AB - 
	The article deals with the metaphor as one of the important methods of cognition and conceptualization of reality. This is the cognitive mechanism by which abstract concepts are concretized. Metaphor is the key to understanding the fundamental principles of thinking and the processes of creating mental images of the world, since the cognition covers not only theoretical knowledge, but also the understanding of a person’s daily life, his acquisition of the simplest experience and ongoing interaction with the outside world. It was cognitive linguistics that allowed us to proceed to the study of language as a speech ability, that is, to its analysis from the inside. Therefore, the breadth of the metaphorical nomination as one of the productive processes of creating linguistic units prompts to recognize the metaphor as one of the most important sources of the of terminology formation and the creation of new concepts.
VL - Volume 19 (2019)
IS - Volume 19, Issue 1
PY - 2019
SN - 1732-8705
C1 - 2084-3917
SP - 21
EP - 29
DO - 10.4467/20843917RC.19.003.11693
UR - https://ejournals.eu/en/journal/romanica-cracoviensia/article/evaluation-des-termes-du-marketing-au-moyen-dinterpretation-metaphorique-de-leur-sens-propre-du-point-de-vue-de-la-linguistique-cognitive
KW - conceptualization of the world
KW - method of cognition
KW - semantic processes
KW - secondary nomination
KW - the impact of the context
KW - terminological metaphorisation