Визуальные метафоры в концептуализации прохладительных напитков в рекламе

Two thousand years ago the research in the theory of metaphor has been begun by Aristotle. Ancient Greek philosopher considered metaphor as a figure of speech, however, he neglected metaphor as an individual linguistic phenomenon. Researchers of the 20th century have a sharper view, which immediately made it possible to distinguish metaphors from the speech and even from the cognitive processes. However, many of researchers argue for the inevitability of using metaphors, which confirms the fact that metaphors have always existed in human cognitive processes. The main tenets of metaphor began developing, especially concerning visual metaphor which became widespread by virtue of pictures, photos, cinematography, media and advertisement. The fact that it is possible to interpret pictorially a subject, a person, and even a concept metaphorically has become a new field for long-term research. Metaphor has a strong impact on the intelligence, feelings, and perception of a person during the act of communication, visual perception of objects and the actions taking place around people. All this influence on the viewer began to be used in commercial of beverages advertising, in order to attract as many customers as possible.