Newspaper metaphors can be divided into commonly used (replicated by journalists) and individually copyrighted.

One of characteristic features Modern newspaper journalism is the metaphorization of terms: "The characteristic adoption of many modern newspaper and journalistic texts is the portable use of a special scientific, special professional, military vocabulary, vocabulary, vocabulary , related to Sport. "

Special terminology turns out to be a practically inexhaustible source for new, fresh, inappropriate ways of speech expression. Many narrow-professional words begin to be used as linguistic metaphors.

There is some "distrust" to newspaper metaphors, the source of which is rooted in opposition to the artistic and evaluation of the role of newspaper metaphor from the standpoint of artistic speech, which is more adapted for the functioning of the metaphor.

According to some authors, the metaphor in the newspaper often passes the path: metaphor - stamp - error. In this versatility, as it were, objective conditions are laid for appearing in the newspaper, as V.G. writes Kostomarov, "ill-conceived stylistically, and often logically unjustified metaphors." Calling them the "Beach of the Printed Word", he believes that they confirm the opinion of the utility of metaphors in the newspaper, where it is attracted as expressers to "smother the standard". In the controversy with V.G. Kostomarov A.V. Kalinin recognizes that fiction and newspapers are different tasks and functions. But this does not give grounds. "To downgrade the newspaper metaphor, to reduce its function to purely utilitarian ... Not so often, but in the newspapers there are metaphors bright, interesting, helping the reader to see some new connections through which the world is revealed.

The position of the scientist returns metaphors in the newspaper their natural function - the function of artistic knowledge. It is the orientation for positive, good images Allows you to approach unsuccessful semantic formations as it is optional and not so inevitable for newspaper stylistics. Wonderful failures should be considered not as a typical phenomenon for the newspaper, but as costs.

The danger of the stamp "is not lighted in repetition itself, for example, a metaphor, but in their unjustified use." According to I. D. Bessarabova, the creation of a metaphor is the same as the search for the only suitable, the necessary word. The introduction of metaphor, as well as other paths, largely depends on the genre and the content of publication, not every metaphor approaches both the general intonation of the text. The metaphor may remain incomprehensible with violations of semantic and paradigmatic, semantic grammatical ties. The metaphor is sensitive not only for the neighborhood with a defined word in the literal value, but also with another metaphor or metaphors.

But, despite this, metaphors are actively used in newspaper journalism, increasing the informative value of communication with the help of associations caused by the portable word use, participating in the most important functions of journalism - belief and emotional impact.

Metaphor as one of the most popular means of artistic expressiveness, helps to present some complicated concept as relatively simple, new - as well known, abstract - as a specific one. The specificity of the newspapers provides for the presence of a replicable metaphor, but only from the skill of the journalist depends that the "standard" does not turn into an "error". It is necessary to strive to use the metaphor to be dictated, first of all, not the desire to revive the material, and the desire to achieve the effectiveness of the printed word, its effectiveness. Sluggy expressions, streamlined wording in the language of newspapers just unacceptable, because Publicistics are intended to actively interfere with the formation of public opinion.

Classification Metaphor

In the history of linguistics, there were several interpretations of the issue of classification of metaphors. Different researchers allocated them in certain types, developed various approaches and criteria, in accordance with which the metaphors were then distributed in different classes. The metaphor is a complex sign that has a number of structural features and specific features of the meaningful side, as well as in the language defined function. But, as V. M. Moskvin noted, "the set of parameters for which the metaphor can be classified, we still do not have. Therefore, systematization, and in general, in some cases - and identifying such parameters, i.e. The classification of metaphor from a linguistic point of view, are really urgent tasks of domestic language science. " Moskvin offered, in the opinion of researchers, the most complete classification of metaphor. They developed a structural, semantic and functional classification of metaphor.

Semantic classification of metaphor

The semantic classification in the view of the researchers is the greatest interest due to the extensive field for research. This classification relies on the features of the content of the metaphorical sign, which consist in their semantic bisclaimer (simultaneous indication on the main and auxiliary subject), i.e. Comparison of something (main subject) with something (auxiliary subject, thermal comparison) for some sign (aspect of comparison). So, the content of the metaphor "Epidemic of non-payment" is a comparison of non-payments with an epidemic on the basis of prevalence; Prevalence is the selection of two specified objects.

This classification delimits metaphors:

§ on the main subject of comparison;

§ on an auxiliary comparison subject (anthropocentric or personification, animalistic, "machine");

§ on the generality of the auxiliary and main subjects of comparison;

§ By the degree of integrity of the inner form of metaphor (figurative metaphors (general ethical (sugic, generally accepted) and neological (individually copyright), erased metaphors and dead metaphors).

Based on the identity of the icon-carrier sign (auxiliary subject) to the system of terms of one or another industry, traditionally researchers allocate the following groups of metaphors:

§ Medical ("Pre-election fever", "acute attack of repentance", "Economic stroke", etc.);

§ Sports ("relay of non-payment", "record indicators of production", "game in one gate", etc.);

§ Military ("Pre-election battles", "Food War", "Economic Breakthrough", etc.);

§ Technical ("Power Levers" and others);

§ gambling ("political roulette", etc.);

§ biological ("political childbirth") and others.

The classification on a subsidiary subject of comparison is of interest not only for philologists, but also for historians, cultural scientists, political scientists, sociologists. Social metaphor. Metaphors show how the picture of the world is reflected in the public consciousness. According to the fair opinion of the city of Paul, from the aggregate of the metaphor that became in the language of the Uzural, one can see what interests were dominated by the people in one or another era, which ideals were based on the basis of the culture at a particular stage of its development. A. P. Chudinov continues this idea: "Every new stage social Development Countries are reflected in the metaphorical mirror, where, regardless of whose intentions, a true picture of public self-consciousness is recorded. The system of basic metaphors is a kind of key to understanding the "Spirit of Time". "Therefore, the relevance of their research is determined not only by the actual linguistic needs, but is an interdisciplinary problem."

Introduction .............................................................................. ... 4

ChapterI.. Language metaphor in the lexico-semantic system of the language ....................................................................................18

2.1. History of study of metaphor in domestic lexicology ......... 18

2.2. Metaphorization mechanism. The basis of metaphorical transfer ...... .20

2.3. Types of regular metaphorical gears .............................22

2.4. Metaphor and comparison ............................................................ .24

2.5. Classification Metaphor ..........................................................24

2.5.1. Anthropomorphic metaphor ....................................................27

2.5.2. Antiomorphic metaphor ....................................................28

2.5.3. Sociomorphic metaphor .................................................................. .28

2.5.4. Artifact metaphor ......................................................... 29

2.6. Metaphor in journalism ...................................................... ..30

Conclusions on the first chapter ............................................................... 31

ChapterII.. The comparative characteristics of the metaphorical headlines of the newspapers of the Republic of Kalmykia ........................................................................ .. ... ..33

3.1. Anthropomorphic metaphor in newspaper headlines ..................... ..35

3.2. Natomorphic metaphor in newspaper headlines ................................. ..38

3.3. Sociomorphic metaphor in newspaper headlines ........................ ..41

3.4. Artifact metaphor in newspaper headlines ............................45

Conclusions on the second chapter .......................................................................... ... 48

Conclusion ...................................................................................... ... 50

References ............................................................ .53

Appendix ...................................................................................... ... 60

Introduction

This work is devoted to the study of metaphorical models in journalistic texts (on the material of newspaper headlines).

In the creation of the language painting of the world, metaphors play a special role. They perform a variety of functions, and in different types of discourse, their various functions are dominant. The nature of the metaphor value is inextricably linked with the background knowledge of the native speaker, with the cultural and historical traditions of this or that people, as well as with the practical experience of a separate personality.

Choosing a research object due to a number of reasons. First, the metaphor, being a psycholinguistic category, is unique as a form of manifestation of implicit text meanings and ways to eliminate chaoticness in the structures of the knowledge of the individual. Secondly, it is an integral part of the journalistic text: the media is direct contact with the categories of expressiveness, emotionality and evaluation associated with the culture of linguistic communication. The metaphor makes newspaper more accessible, efficient and actively affects the consciousness of the reader.

Relevancethis study is due modern trends In linguistics, the overall direction of scientific research in the field of discourse analysis. Analysis of metaphorical models of journalistic texts allows you to trace certain trends in the sphere of public consciousness.

Purpose This final qualifying work is a comprehensive study of the characteristics of the creation and functioning of metaphorical models in the structure of journalistic texts.

In accordance with the purpose of the following formulated tasks:

1) consider the properties of the journalistic text, its structure, linguistic and cognitive features;

2) analyze the functions of newspaper headlines;

3) explore the metaphorization mechanisms;

4) identify the role of metaphors in journalistic texts;

5) examine the features of the creation and frequency of use of the metaphor of individual thematic groups in newspaper headlines.

To achieve the target target, the following were used research methods:

· descriptive;

· statistical;

· contextual analysis.

An object This study represent metaphors of various thematic groups in the headlines of publicistic texts of local press.

Subject of research There are general and specific patterns of metaphorical modeling of reality in the newspaper headlines of the Republic of Kalmykia.

As practical material Newspaper headlines were made, as part of which metaphors were used. For the study, such editions of local press were chosen as "Izvestia Kalmykia", "Kalmyk Pravda", "Parliamentary Bulletin of Kalmykia", "Modern Kalmykia", "Steppe Mosaic", "Elistinsky Courier", "Elistian Panorama" (issues of the last five years - from 2013 to 2018).

As research hypothesis It is assumed that metaphors are one of the most universal means of giving the header of expression. At the same time, in the headlines with metaphorical transfer to the forefront, the function of exposure to the masses consisting in the pursuit of the author of the publication to influence the reader in order to achieve practical social results.

Scientific novelty Works in an attempt for the first time to comprehensively consider the metaphorical models as a functional unit in the structure of the titles of printed periodic publications of the Republic of Kalmykia.

Theoretical significance This study is that it is determined by the features of the creation and functioning of metaphorical models in journalistic texts.

Practical significance Studies are determined by the ability to use its results in the teaching process in higher educational institutions A number of scientific disciplines, when writing diploma and coursework.

Work structure: this paper consists of introduction, two chapters, conclusion, a list of used literature and applications.

ChapterI.. Language metaphor

In the lexical semantic language system

As an object of scientific research of the metaphor from the time of antiquity and to the present day, he used the attention of humanitarian scientists. Hundreds of years, science has accumulated huge stocks of knowledge about metaphor and its role in language and speech.

The term "metaphor" belongs to Aristotle and is associated with his understanding of art as imitation of life. Aristotle's metaphor is almost indistinguishable from the likeness and comparison, hyperboles (exaggeration), synengo, and simple comparison, since in all these cases it is implied by the transfer of meaning from one phenomenon to another [Aristotel, 1997: 110].

Many domestic scientists were engaged in studying the metaphor.

1.1. History of study of metaphor in domestic lexicology

When determining the role of poetic metaphor as a method of knowledge of the world S.R. Levin delimits two ways to express knowledge: cognitions that seek to get closer to objective truth and are based on real facts, and concepts that are characterized as "projections" of poetic metaphors [Levin, 1965: 293-299].

N.D. Harutyunov allocated the type of cognitive metaphor, which operates in the sector of the characteristic vocabulary and is a means of creating secondary linguistic predicates, denoting processes and signs of unforeseen peace. In its work, the "metaphor and discourse" it notes: "The metaphor displays out one of the paradoxes of life, consisting in the fact that the nearest purpose of one or another action (and in particular the creative act) is often reverse of its distant results: striving for a private and unit , exquisite and shaped, metaphor can give the tongue only the estimate and faceless, general and publicly available "[Arutyunova, 1990: 296-297].

E.A. Lapin emphasizes that the term "metaphor" after performing its cognitive role at the stage of the formation of the scientific hypothesis and the formation of scientific concept loses the bisclaimality and, as a result, the status of metaphor. If such a term entrenched in his subsystem, then in the role of an independent nominative unit, the result of breedingnew, rethinking value and values \u200b\u200bof the initial, served for rethinking [Lapin, 1998: 134-145].

The period of the second half of the 80s and 90sXX The century generally noted by a cautious approach to the cognitive capabilities of the metaphor and to its ability to "bring" to objective meaning. This is due to a more skeptical attitude to the ability of science to comprehend the objective truth. However, in the works of this period, the desire to substantiate that the metaphor is a way to search and express a special type of knowledge, which can be commensurate with personal and collective experience, emotions, intuitive and poetic knowledge.

A.N. Baranov and Yu.N. Karaulov When studying the political metaphor of the Russian language, presented in the genre of political discussion, focus on the methods of "revival" of the structural metaphor. Two types of "Metaphors" are distinguished: one of them is associated with individual, frequently reproducible language units, and the second - with the use of metaphorical models [Baranov, Karaulov, 1991: 330].

Ready job A.P. Chudinova "Russia in a metaphorical mirror: a cognitive study of political metaphor", in which the main approaches of linguistic scientists have been allocated to the functioning of metaphor. "First, the metaphor is understood as the main metallic operation, the method of knowledge of the knowledge and categorization of the world: in the process of mental activity, the analogy plays a no less role than formalized procedures of rational thinking" [Chudinov, 2003: 1]. In addition, in this work, the metaphor is understood as a peculiar network model, the parts of which are related to the relationship between different nature. And, finally, the metaphor here is defined as a whole group of words with the same type of metaphorical values \u200b\u200b(for example, a military metaphor, a zoomorphic metaphor, a metaphor in medical discourse, etc.).

The duality of the functioning of metaphor in the sphere of science notes S.S. Gusev. The metaphor, on the one hand, is important as a cognitive tool in the development of hypotheses, and on the other - when it is literally reading the metaphor is a logical error [Gusev, 2004: 102-103].

According to V.N. Telias, the existence of metaphors is due to the existence of a metaphoricity of the conceptual system of a person (metaphoricity of his thinking): "The antphoric monaphoricity of the metaphor gives its opportunity to serve as a means of creating a language picture of the world initially in statements about him, and then in the thesaurus of the native speakers" [Telia, 2006: 2].

Among the work recent yearsdevoted to various aspects of studying metaphor in Russian, it is worth paying attention to such works as "the metaphor in the journalistic text: on the material of the works of A.N. Tolstoy "L.G. Ramazanova [Ramazanova, 2004], "Metaphor as a way to comprehend reality" N.V. Wheat [Wheatichnikova, 2006], "Metaphor as a form of expression of philosophical ideas" E.O. Akishina [Akishin, 2009], "Metaphor as a means of verbalization of the author's concept: Cognitive-discursive aspect" E.Yu. Glotting [Glotova, 2010], "Metaphor in the Artistic Representation of the World" O.V. Timofeeva [Timofeeva, 2011], "Metaphor in Lingvoculturology aspect" E.E. Yurkova [Yurkov, 2012] and other works.

1.2. Metaphorization mechanism. The basis of the metaphorical transfer

Currently, the interactionist concept of M. Blake is popular in Western and domestic linguistics, according to which the metaphorization proceeds as a process in which two objects interact and two operations. With these operations, interaction is carried out. One of the objects is denoted by metaphorically, and the second is auxiliary and correlated with the newly ready-made language name. In this case, the second object is used as a filter when forming an idea of \u200b\u200bthe first [Black, 1990: 153-172].

The ideas of M. Blake are developed as part of the conceptual theory and other famous Western metaphorian researcher I. Richards, who prefers modeling the metaphorical process as the interaction of "two thoughts about two different things." These thoughts arise simultaneously and are expressed with the help of one word or expression, the value of which is the result of their interaction [Richards, 1990: 44-67].

Since in the metaphorical transfer, the connection between the main and auxiliary subjects arises arbitrarily and conceptually relies on insignificant conceptual signs, it is fair to conclude that the metaphor is formed under the law of comprehensive thinking, the basis of which is an experimental sensual perception of reality. In this regard, L.S. Vygotsky wrote: "In the complex, in contrast to the concepts, there is no hierarchical connection and hierarchical relations of signs. All signs are fundamentally equal in the functional meaning "[Vygotsky, 1982: 145].

N.V. Telia highlights its anthropometry characteristic of the metaphor of the parameter, which is expressed in the fact that the selection itself of a reason for metaphor is associated with the ability of a person to measure everything new to him in their image and likeness or on spatially perceived objects with which the person faces In practical experience.

Metaphor, from the point of view N.V. Telias should be considered as a model of allocation based on linguological grammar with bringing three components to this model, complementing it for information on the hypotheticality of metaphor and anthropometry of the interaction itself, during which a new value appears [Telia, 1988: 190-197].

Reflecting on the basis of the procedures of identity and similarity, N.D. Harutyunova comes to the conclusion that the similarity is ensured by impressions, while the identity implicates the reference to the sphere of actual knowledge. That is why "the likeness can be transient, identity only by constant." Just like the identity, the metaphor does not need an explicit presentation of the signs that served as a kind of basis for the rapprochement of objects by value. In contrast to the identity of the metaphor of subjective (intuitive), since the truth of the metaphorical expression cannot be established in the categories of logical operations, And lies at the point of convergence of the two components: the main and auxiliary subjects [Harutyunova, 1999: 275-282].

According to M.V. Nikitina, the essence of the metaphorization process is reduced to the interaction of conceptual grounds. At the same time, the first concept begins its existence to the metaphor and "ripening" with it. The metaphor itself is like to search for a sufficient analogy in order to explain the first concept through the second. Then the features and properties that follow, clarify or express in the blurred image, are selected from the second concept. Such interaction of concepts has the nature of the directional comparison, and not mixing mechanical integration [Nikitin, 2002: 256].

V.P. Moskvin gives a slightly definition of these components: it highlights the word-parameter, comparant (comparator) and the word argument. At the same time, the word-parameter, as the comparison underlying it, indicates the second subject of comparison, the comparator [Moskvin, 2006: 46-47].

1.3. Types of regular metaphorical transfers

All real-world phenomena, reflecting and material, and ideal entities are involved in the metaphorization process. In this case, in certain directions, the metaphorical transfer is performed in a sufficiently rigid sequence. Such transfers are called regular. For each semantic sphere, a certain type of regular metaphorical values \u200b\u200bis fixed to a greater or lesser extent.

G.N. Skarevskaya [Sklylyevskaya, 1993: 80-95] allocates several types of regular metaphorical transports:

1) from the subject for the subject (" mountain books "," waterfall Tears "," avalanche letters ");

2) from the subject per person (" flow visitors "," wave demonstrators "," sea schoolchildren ");

3) from the subject to the physical world ( grad. shock wave Sveta, flowsounds);

4) from the subject of the mental world ( star good luck swamp ignorance island kindness);

5) from the subject on the abstraction ( mountaintime sea problems, pearl music);

6) from the animal per person ( snake -in the meaning "cunning, evil, cunning man"; turkey - in the meaning "stupid, arrogant, legged man"; ram - in the meaning "stupid, stupid man);

7) with a person per person ( barin - man evading work, shifting it on others; clown - a person curves in order to cause laughter; konoval - ignorant doctor);

8) from the physical world to the mental world ( spring love sunset life the fire Rare).

L.V. Balashova [Balashova, 2014: 457-459] Among the most regular metaphorical transfers relates the following:

1) transfer from physical actions and states of a living being to the intellectual and emotional human plan (for example, "thought born / gnaged", "fear torset / gnawing»);

2) transfer from the physical condition of a living being on the state of society (for example, " healthy / patient society");

3) transfer from the physical characteristics of objects to the emotional and social plan of a person (for example, " bitter / Warm / Heavy / Light feeling").

Thus, in the process of forming metaphorical transfers, one way or another all phenomena of real world are involved, reflecting both material and ideal entities. At the same time, metaphorical transfers are based on a wide variety of similarities of these entities with each other - coverage of the form, color, location, impressive, functions, etc.

1.4. Metaphor and comparison

The tradition of contrasting comparison and metaphor leaves its roots at the time of Aristotle, who argued that the difference in these structures is insignificant, but he gave its preference to the second: "Comparison is the same metaphor, but distinguished by attachment; Therefore, it is not so pleasant, for longer than "[Aristotle, 1978: 194].

Finding out the nature of metaphorical structures and comparisons is an extremely complex process. In many works, the distinction between these structures is scheduled, but it is obvious that it needs a more detailed study. The most convincing, in our opinion, is the point of view according to which comparisons are part of metaphorical structures with structural and semantic features of the expression of metaphorical value.

Despite the unconditional similarity between comparison and metaphor, they are not entirely correct to identify them, since the comparison is only part of the extensive sphere of metaphorical interpretation of the surrounding reality.

1.5. Classification Metaphor

Review of scientific literature allows us to conclude that the available diversity of metaphor typologies is based on a limited set of signs underlying metaphorization as a process. So, V.P. Moskvin allocates "four basic circumstances defining a system of classification parameters: the originality of a content plan (1) and expression (2), a strong dependence on the context (3), as well as the functional specificity of the metaphorical sign." In accordance with the selected parameter, semantic, structural and functional classifications are allocated [Moskvin, 2000: 66].

Semantic (meaningful) Classification is based on operating parameters such as a transfer subject (main and auxiliary) and transfer formula (type). When classifying on Subject V.P. Muscovites stand out anthropomorphic (Moon Smiles), animalistic ( owlwind), machine ( apparatus control) floristic ( branches authorities) and spatial ( latitude Souls) Metaphors [Moskvin, 1997: 82].

Attention and variant of the classification by type (formula) of metaphorical transfer, proposed by G.N. Scarevskaya. We are talking about the regular types of transfer, which was not mentioned above: transferred from the subject to the subject, from the subject per person, from the subject to the physical world, from the subject to the mental world, from the subject to the abstraction, with Animal per person, man per person, from the physical world on the mental world [Sklyling, 1993: 80-95].

In addition, the typology of metaphorization processes V.G. is known. GAKA, built by the type of transfer [GAK, 1972: 350-353], and an extended classification of metaphor z.u. Petrova, consisting of 77 subtypes and developed by the same principle [Petrova, 1989: 7].

Concept Yu.I. Levin proposes as a typical sample of a structural classification to consider the option based on the formal sign - the presence or absence of a supporting word. Based on this, the following types of metaphors are distinguished:

1) the comparison metaphors, which are twisted by the option, in which the second member of the metaphor is in the parental case and can transform in comparison ( colonnade grove);

2) metaphors-riddles in which the described object or is called the name of another object, or is described in periphraistically ( cobblestone keys);

3) metaphors that attribute the properties of another object ( poisonous look) [Levin, 1965: 293].

Functional classifications are based on such a sign, as a goal with which the metaphor is used in speech. These classifications differ from each other depending on the number of functions allocated (from 3 to 15). For example, N.D. Harutyunova allocates the following four types of metaphors:

1) nominative (predicative), consisting in replacing one library value to others;

2) the figurative, which is born due to the transition of the identifying value to the predicative and its goal to give the characteristic subject);

3) cognitive, resulting in a shift in the combination of predicative words;

4) the generalizing, which is the final result of the cognitive metaphor and erasing the border in the lexical value of the word between the logical order [Arutyunova, 1999: 366].

The well-known classification of metaphor V.N. Telia also relies on the functional criterion. In this case, the function of identifying (indicative) metaphor consists in describing the object as such, and the shaped (figurative-artistic) metaphor performs aesthetic function [Telia, 1988: 176-181].

At the turn of the XX - XXI Centuries The most productively developing is the cognitive theory of metaphors. American researchers J. Lakoff and M. Johnson consider the metaphor to the instrument of knowledge of the surrounding reality. They allocate three types of metaphors:

1) orientation orientation in space;

2) ontological, based on reference to the nomination, on a quantitative assessment;

3) structural, expressed in systematic correlations between phenomena recorded in the experiment [Lakoff, 2004: 177-183].

All of the above allows us to conclude that metaphors can be classified according to various principles. Nevertheless, each of the known classifications is somehow based on metaphor functions or on its structure.

1.5.1. Anthropomorphic metaphor

The metaphorical picture of the world, created by a person, is largely antropocentric: A person gives the subjects of the activity closest and understandable properties and characteristics, and as a result, reality may appear in the form of a human body with its physiology and anatomy [Chudinov, 2003: 77-78].

N.V. Telia believes that the principle of anthropocentrism is implemented when creating standards, stereotypes that can act as reference points when perceiving reality. The choice of a source of metaphorical expansion is determined by the universal ability of a person to perceive and measure everything new to him in his image and likeness or on spatially perceived objects faced by a person in practical experience. In other words, the human body and its parts are not only a measure of all things, but also make up the basis of the conceptualization of the external and inner world of man [Telia, 1988: 197].

In the works of some studies of the analytropomorphic metaphor, it is considered as a kind of nature organo, since a person is an integral part of nature, but in the present work these structures are delimited.

1.5.2. Nastomorphic metaphor

The nature organophone metaphor can be classified into the following subspecies:

1) the phytomorphic, which is based on basic metaphors associated with the archetypal perception of the world (everything has roots and fruits, comes from any seeds and grains);

2) zoomorphic, based on the transfer of properties and signs of animals on the properties and signs of a person or an inanimate subject.

Currently, the phytomorphic metaphor is also widespread in the Russian language picture of the world. Attention is drawn to the method of analyzing the phytomorphic metaphorical model A.P. Chudinova, which includes the characteristics of the sphere of the source (world of plants) and the target sphere (soul), the detection of frames, which relate to this model, and determining the components connecting the primary and secondary values \u200b\u200bof the units covered by this model [Chudinov, 2001: 45 ].

Zoomorphic metaphor is the result of a metaphorical transfer, in which the properties of a particular animal are attributed to a person or an inanimate object. Various zoimies can be as zoomorphisms: the names of animals, reptiles, insects, birds and fish.

It is worth noting that the same zonimes in different languages \u200b\u200bcan characterize absolutely different qualities of a person, sometimes even opposite. For example, the Zoniim "Monkey" in Russian denotes a person imitative or an ingrown other, and in French - a cunning and deserted person who is able to deceit [Solntseva, 2004: 60].

1.5.3. Sociomorphic metaphor

Sociomorphic (social) metaphors are metaphors, one way or another associated with various phenomena public Life. This type of metaphor is widely functioning in political discourse.

One of the most famous classifications of metaphorical models is the classification proposed by A.P. Chudinov, which highlights anthropomorphic, nature-corpus, artifact and sociomorphic metaphors. The latter is based on the fact that the various components of the social picture of the world continuously interact with each other in human consciousness [Chudinov, 2003: 36-38]. In the case of sociomorphic metaphor, for example, concepts relating to the conceptual areas of crime, theater (spectacular art), "War", "Game and Sport".

A.R. Mukhtarullina, considering the metaphor as an instrument of knowledge and studying it from the position of cognitive terms, among other metaphorical models (antphorphic metaphors, natural metaphors, artifact metaphors) allocates social metaphors. This group includes metaphors related to social life based on the relationships of people, human relation to society and on the contrary [Mukhtarullina, 2012: 1629].

E.A. Dolmatova, exploring the metaphorical models in the political discourse of the United States and Spain, leads to the example of a sociomorphic metaphor in the metaphorical model "The economic crisis is a war." This model is devoted to the situation of the global financial crisis and comes in the number of frequency metaphors. Such metaphors conceptualize the economic crisis as a threat from the outside, presenting it as a universal enemy of a global scale. It is worth noting that the war metaphor is a fairly common way to understand and perceive political realities [Dolmatova, 2013: 846-848].

1.5.4. Artifact metaphor

The artifact metaphor is another type of metaphor, resorting to which a person implements himself in the subjects created by them. As examples of concepts containing an artifact metaphor, you can call such concepts as "house", "clothes", "Book", "Food", etc.

Consider the meanings of the word "artifact" presented in various dictionaries. "Dictionary of foreign words" N.G. Comleva determines the artifact as "subject (object), which is a product of human labor (in contrast to natural objects) [Dictionary of foreign words, 2000: 79]. "Large dictionary According to cultural studies, "gives the following definition of the term" artifact ":" In the usual understanding, any artificially created object, the product of human activity. " At the same time, it is noted that in culture under artifact it is understood as any artificially created object with certain physical characteristics, and a sign or symbolic content [Big Dictionary of Cultural Science, 2003: 68].

1.6. Metaphor in journalism

The journalistic metaphor, as well as artistic, is characterized by the use of a certain word, which was rethought by the author on the basis of a shaped-associative similarity arising from a subjective impression, sensation, emotional perception. Such use, on the one hand, is a reflection of the real world and objective knowledge of it, enshrined in the language, and on the other hand, the means of creating a unique-figurative world of the journalist.

Relying on the reception of associativeness, the journalist gets the opportunity in bright colors to transfer the reality that he sees, through the word. D.N. Shmelev subdivides newspaper and journalistic metaphors into two groups:

1) commonly used (replicated by journalists);

Since the metaphor is perceived as something characteristic of artistic text, but not journalism, there is some distrust of journalistic metaphors. Some researchers believe that the metaphor in journalism often passes the path of "metaphor - stamp - error". This versatility forms objective conditions for the appearance of metaphor in the newspaper.

V.G. Kostomarov believes that "ill-conceived stylistically, and often logically unjustified metaphors" pass this path. He calls such metaphors to the "Beach of the Printed Word" and notes that they confirm the opinion of the metaphor utility in the newspaper, where they are used as expressers in order to "smother the standard".

On the contrary, A.V. Kalinin draws attention to the fact that fiction and newspaper have different tasks and perform different functions. However, this fact, in his opinion, is not the basis for "bringing a newspaper metaphor, to reduce its function to purely utilitarian." Sometimes there are bright and interesting metaphors in the newspapers, helping the reader to see new connections through which the World "reveals" [Kalinin, Kostomarov, 1971: 33].

The study of the metaphor in journalistic texts at different times, such well-known researchers as I.D. Bessarabova [Bessarabova, 1975], N.D. Harutyunova [Arutyunova, 1990], L.G. Ramazanova [Ramazanova, 2004], S.V. Lyapun [Lyapun, 2008] and others.

Conclusions on the first chapter

Review of scientific literature has shown that the available diversity of metaphor typologies is based on a limited set of signs underlying the metaphorization process. Summarizing all these signs, you can allocate the following main types of metaphors:

1) anthropomorphic, based on a person's subconscious desire to create validity in the form of its own similarity, own physiological actions and needs, etc.;

2) nastomorphic, based on the relationship of reality with the vegetation and animal world;

3) sociomorphic (social) associated with various phenomena of public life;

4) artifact, associated with a person's desire to realize himself in the subjects created by them.

Metaphors are widely used in newspaper and journalistic style.

ChapterII.. Comparative characteristics of metaphorical newspapers headlines

Republic of Kalmykia

Modern media are not limited to the implementation of only an informative function, they are often manipulated by public consciousness, form a public relationship to certain events. This process would be impossible without the use of various lexical tools, the selection of which is given to a key role, as they have a bright connotative force and can affect the reader not by direct evaluation, the imposition of the speaker, but with the help of associative images that have a positive or negative color.

The purpose of this chapter is to analyze the most typical metaphorical models in newspaper headlines. The material of the study was the titles of such local press editions, like "Izvestia Kalmykia", "Kalmyk Pravda", "Parliamentary Bulletin of Kalmykia", "Modern Kalmykia", "Steppe Mosaic", "Elistinsky Courier", "Elistin Panorama" (issues of the last five years - From April 1, 2013 to March 31, 2018). To achieve the goal, it is necessary to substantiate the methodology for the comparative description of metaphorical models, to highlight the models, the description of which will allow to judge the patterns of metaphorical modeling of titles.

In the modern theory of metaphorical modeling, there is no specific uniform classification of metaphorical models. If you compare the existing descriptions of metaphorical models, we can conclude that in all of them the characteristics of the most frequency models are presented, but in almost every list there are models not affected in the works of other authors.

This paper uses the semantic classification of metaphor proposed by A.P. Chudinov, in which four main types of metaphors are allocated:

1) an anthropomorphic metaphor due to the subconscious desire of a person to perceive reality in the form of its own similarity, its own physiological actions and needs;

2) an organomorphic metaphor based on the relationship of reality with the vegetation and animal world;

3) sociomorphic metaphor based on the relationship of reality with various phenomena of public life;

4) the artifatt metal metaphor associated with the desire of a person to associate reality with the objects created by them [Chudinov, 2003: 36-38].

In the course of this study, 171 titles were allocated, containing one or another metaphor in its structure. Of these, 37 headlines contained an anthropomorphic metaphor, 23 titles - anti-organoral, 65 headers - sociomorphic, 46 headers - artifact.

The percentage ratio of the discharges of the metaphor appearing in the newspaper headlines is presented in Table 1.

Table 1

Frequency of functioning of the main types of metaphor of the structure of newspaper headlines

Summing up the consideration of various discharges of metaphorical models in the structure of newspaper headlines, it should be noted that headlines containing sociomorphic metaphors are most frequent. In other words, the sociomorphic metaphor was the most productive and in demand. The least used was the natural organophy metaphor.

Consider each of the discharges metaphor in the structure of newspaper headlines in more detail.

2.1. Anthropomorphic metaphor in newspaper headlines

The corresponding discharge of anthropomorphic metaphor concepts belong to such source conceptual areas as "anatomy and physiology", "disease", "family and relationship". In this case, a person simulates reality solely in his likeness.

The practical material of this study is the publication of local press, covering the actual political, social, economic and other problems of the Republic of Kalmykia and the events occurring in these areas. It was revealed that anthropomorphic metaphors that appear in the structure of these publications can be divided into groups depending on which initial conceptual spheres are reflected in them.

An anthropomorphic metaphor belonging to the conceptual sphere of "Anatomy Physiology" (physiological metaphor) is one of the most traditional and structured types of metaphor in newspaper headlines. Its principle is that a person gives the subjects of the activity closest and understandable properties and characteristics, as a result of which reality appears in the form of a human body, with its physiology and anatomy. Subjects of activity, like a living organism, act as creatures with cognitive abilities, an emotional-volitional sphere that can experience and show feelings [Chudinov, 2003: 77-78].

In accordance with the anthropomorphic metaphor belonging to the conceptual sphere of "disease" (Morbial metaphor), a vocabulary is generated, denoting diseases that need to be treated, signs and symptoms of diseases, their consequences. In the public consciousness, human health is the greatest value that must be protected. In a metaphorical rethinking of vocabulary with the value of biological health or illness, it is capable of characterizing the peculiarities of the development and condition of individual actors.

The essence of the anthropomorphic metaphor belonging to the conceptual sphere "Family and Rodium" is that the relationship described with its help may be conceptually submitted to the family relationship, whose members have a blood connection between themselves and mental attachment to each other.

In accordance with these principles, newspaper headlines containing anthropomorphic metaphors were divided into the following groups:

1) headlines with "Anatomy and Physiology": "Excessive mouth on the media space" ("Steppe Mosaic", 05/25/2013), "Lyceum changes face" ("Steppe Mosaic", 08/31/2013), "City in conscientious hands" ("Elistinskaya Panorama", 01/28/2017) , "Olympiad for working hands" ("Elistin Panorama", 02/16/2017), "Master's Hearts" ("Elistin Panorama", 03/16/2017), "Voices of My Motherland" ("Elistinsky Courier", 04/17/2013), "Iranian oil and a knife in the back of the ruble" ("Elistinsky Courier", 01/21/2016), "Pulse region in the events of Thursday" (Parliamentary Bulletin of Kalmykia, 09/05/2015), "Women's victory faces" (Parliamentary Bulletin of Kalmykia, 11.03.2015), "Heart of black lands" (Parliamentary Bulletin of Kalmykia, 29.04.2015), "Eternal memory in the hearts" (Parliamentary Bulletin of Kalmykia, 11.05.2016)"Stand on one leg" ("Elistinsky courier", 03/17/2016), "Sport - in reliable hands" (Parliamentary Bulletin of Kalmykia, 30.01.2016), "Voice of Love" ("Elistinsky Courier", 10/27/2016), "Stretching a helping hand" ("Elistinsky courier", 02/16/2017), "WEZATSKY HEAT" (Parliamentary Bulletin of Kalmykia, 03/05/2016), "Anatomy of failure" ("Elistinsky courier", 01.02.2018), "Hand help Crimea" (Parliamentary Bulletin of Kalmykia, 03/07/2015), "Living Competition" (Elistian courier, 11/20/2014), "Breath of Crisis" ("Elistinsky Courier", 15.10.2015);

2) c. headlines metaphors thematic group "Disease": "I am ill with the theater" ("Steppe Mosaic", 05/25/2013), "Agony of doomed" ("Steppe Mosaic", 09/10/2014), "Allergy to hymn" ("Elistinsky courier", 05/21/2015), "Deaf "(" Elistinsky courier ", 09/28/2017)," Virus of permissiveness "(" Elistinsky courier ", 05/28/2015)," Prosthesis for the Soul "(" Steppe Mosaic ", 10.08.2013);

3) c. headlines metaphors thematic group "Family and Rodation": "Steying of the Fatherland" ("Steppe Mosaic", 08.06.2013), "Brothers in Peru" ("Elistinsky Courier", 10/22/2015), "My Owning of His Time" ("Kalmyk Pravda", 01/14/2015), "Volodya Kosiyev. Son of the people "," in honor of the glorious son of the Kalmyk people " (Parliamentary Bulletin of Kalmykia, 05/08/2015), "We are the children of the Great Steppe" (Parliamentary Bulletin of Kalmykia, 19.09.2015), "Children of a transparent grant" ("Izvestia Kalmykia", 08/18/2015), "Grandchildren of Dzhangara" ("Izvestia Kalmykia", 11/19/2015), "Children of War" (Parliamentary Bulletin of Kalmykia, 25.02.2015), "Because I am the son of the steppe" (Parliamentary Bulletin of Kalmykia, 14.04.2018), "Brotherhood of Warriors" (Parliamentary Bulletin of Kalmykia, 09.12.2017).

In total, 37 headlines containing anthropomorphic metaphor were isolated in its structure. The percentage ratio of anthropomorphic metaphor of various thematic groups that appear in newspaper headlines is presented in Table 2.

table 2

The functioning frequency of anthropomorphic metaphor of various thematic groups in the structure of newspaper headlines

Thus, headlines in the structure are most frequent which are present metaphors of the thematic group "Anatomy and physiology "(54.1%), that is, the most productive and in demand turned out to be a physiological metaphor. Obviously, the principle of comparing various phenomena of reality with physiological features and properties of a person when choosing newspaper headlines is the leading. Amenities are used metaphors of the thematic group "Disease" (16.2%), i.e. Those or other reality phenomena are identified with various diseases not so actively.

2.2. Antiomorphic metaphor in newspaper headlines

High consumption and extensive possibilities for deploying nature organophone metaphors are obviously related to the fact that the world of nature in the minds of people traditionally was an important source of conceptualization of public life. The man felt part of the nature in which samples were looking for samples to understand public life and his attitude towards her. In other words, the principle of nature-corpus metaphor is in the presence of communication of the surrounding reality with the vegetation and animal world.

An organomorphic metaphor can be divided into phytomorphic, which is based on the archetypal perception of the world, which consists in awareness that everything has roots and fruits, comes from any seeds and grains, and zoomorphic, based on the transfer of properties and signs of animals for properties and signs a person or an inanimate subject. In addition, in the process of research, metaphorical models were identified based on the similarity of various phenomena of public life with the phenomena of nature.

Plant vocabulary has the ability to characterize the Being and development of various spheres of unforeseen peace, the stages of human life, the connection of generations inside the genus, the appearance of man and its inner world. Therefore, the inclusion of knowledge of the plant world into the system of methods characteristic of a person is natural [Boguslavsky, 1994: 190].

From a long time, the idea of \u200b\u200bthe connection of the individual components of the inner world of a person, including the soul, with floral world. For example, the Slavs told the presentation of the soul in the form of a flower, there were motifs of germination of the soul in the form of flowers and trees, beliefs that the souls of the dead people live in trees, branches, colors and leaves [fat, 1999: 166].

N.D. Harutyunova shares metaphors based on animal transfer to the subject, two types:

1) nominative metaphor (the name of the name), which consists in replacing one value to another and serving the source of homonym (for example, duck in the meaning of "false sensation");

2) a shaped metaphor that is born due to the transition of a value identifying to predicate and serving the development of figurative values \u200b\u200band synonymous means of the language (for example, oak In the meaning of the "stupid man" [Arutyunova, 1999: 366].

In addition, in the process of this study, it was found that in the newspaper headlines, the metaphorical transfer is often based on the transfer of various phenomena of public life on the phenomena of nature.

In accordance with these principles, newspaper headlines containing nature organophone metaphors were divided into three groups:

1) c. headlines phytomorphic metaphors: "At the junction of the branches of power" ("Kalmytskaya Pravda", 12/30/2014), "Founded roots" (Parliamentary Bulletin of Kalmykia, 19.03.2016)"Under the most root" ("Elistinsky courier", 03/06/2014), "On the Kalmyk roots of celebrities" ("Izvestia Kalmykia", 11/14/2015), "Know your roots", "Elistin jungle" (Parliamentary Bulletin of Kalmykia, 01.03.2017)"Do not know the roots" (Parliamentary Bulletin of Kalmykia, 30.03.2016);

3) headlines with nature organophone metaphors of the thematic group "Phenomena of Nature": "In anticipation of cash rain" ("Steppe Mosaic", 04/27/2013), "Dawn of Kalmyk cattle" ("Kalmytskaya Pravda", 01/24/2015), "Our countryman - a thunderstorm of the famous hockey player" (Parliamentary Bulletin of Kalmykia, 03/05/2016)"Sing the wind will get married by a storm" ("Elistinsky Courier", 10.12.2015), "Thunder already killed" ("Elistinsky Courier", 02/09/2017), "Business climate" ("Elistin Panorama", 11.02.2017).

Thus, 23 titles contained in their structure nature organophone metaphor were isolated. The percentage ratio of nature organomorphic metaphor of various thematic groups that appear in newspaper headlines is presented in Table 3.

Table 3.

The frequency of functioning of nature organophone metaphor of various thematic groups in the structure of newspaper headlines

According to the results of the consideration of the natural organophone metaphor in the structure of newspaper headlines, it can be concluded that the headlines in the structure of which are present zoomorphic metaphors (43.5%), that is, they turned out to be the most productive and in demand. The least used are phytomorphic metaphors (30.4%) and the metaphors of the thematic group "phenomena Nature "(26.1%).

2.3. Sociomorphic metaphor in newspaper headlines

The principle of sociomorphic metaphor lies in the fact that the various components of the social picture of the world continuously interact with each other in human consciousness. In the case of a sofiomorphic metaphor, concepts relating to the conceptual spheres of the War, Crime, the Theater (spectacular art), "Game and Sport" are often investigated. That is why sociomorphic metaphor is quite frequency in newspaper headlines associated with political, economic and social events.

In accordance with these principles, newspaper headlines containing sociomorphic metaphors were divided into the following groups:

1) headlines with metaphors of the thematic group "War": "Offensive Polygon" ("Kalmyk Pravda", 11/26/2014), "Influenza begins to attack" ("Elistinskaya Panorama", 01/14/2017), "Credit Wars" ("Elistin Panorama", 02/18/2017), "Grandma - Reliable rear "(" Elistinskaya Panorama ", 02/23/2017)," New Front of Work " (Parliamentary Bulletin of Kalmykia, 27.07.2016), "Green Shield" (Parliamentary Bulletin of Kalmykia, 22.06.2016)"For the interests of Elista will fight" ("Elistinsky Courier", 10/16/2014), " Proven security - Reliable shield, will save and protect " (Parliamentary Bulletin of Kalmykia, 28.10.2015), "On the fight against corruption of first-hand" (Parliamentary Bulletin of Kalmykia, 06.12.2014), "Fight with the elements (Parliamentary Bulletin of Kalmykia, 01.04.2015), "Conquerors" Great Steppe " (Parliamentary Bulletin of Kalmykia, 04/04/2015), "Fighting a new level" (Parliamentary Bulletin of Kalmykia, 12/12/2015), "Tulip and lotus:" Battle "of characters" (Parliamentary Bulletin of Kalmykia, 30.07.2014), "New Year's Nabat" ("Elistinsky Courier", 01/14/2015), "Battle for" Small Earth "(" Elistinsky Courier ", 10/08/2015)," Fighting for Life " (Parliamentary Bulletin of Kalmykia, 26.03.2016)"Who will win first cup" (Parliamentary Bulletin of Kalmykia, 30.04.2016)"How to win the basement" (Parliamentary Bulletin of Kalmykia, 09/02/2015), "Gas Siege" ("Elistin Courier", 06/30/2016), "Pioneer Bastion" ("Elistinsky Courier", 10/27/2016), "In the zone of the defeat" ("Elistinsky Courier", 01/26/2017), "Mina slow motion Actions "(" Elistinsky courier ", 09/28/2017)," Olympiad under the threat "(" Izvestia Kalmykia ", 05/17/2014)," Running of the World "(" Elistinsky Courier ", 10/08/2015)," Printing conflict "(" Elistian courier ", 05/19/2016);

2) headlines with metaphors of the thematic group "Law and Crime": "Hostage underground monster" ("Elistinsky Courier", 13.10.2016), "to the court of viewers" (Parliamentary Bulletin of Kalmykia, 04/05/2017), "Oil is out of law" Parliamentary Bulletin Kalmykia, 01/22/2014), "Alexander Dikalov: We act within the framework of the law" (Parliamentary Bulletin of Kalmykia, 20.03.2013), "Director - for the court, the city hall - in the bushes ..." ("Izvestia Kalmykia", 04/13/2018), "On the joy of spectators and the court of teachers" (Parliamentary Bulletin of Kalmykia, 09.02.2013)"To the Court of the Moscow Spectator" (Parliamentary Bulletin of Kalmykia, 19.03.2014), "According to the laws, and not according to the concepts" ("Elistinsky Courier", 11/24/2016);

3) headlines with metaphors Thematic group "Theater and spectacular arts": "Gave the Holiday of the Soul" ("Steppe Mosaic", 04/06/2013), "Pre-election Women" ("Steppe Mosaic", 05/25/2013), "Health Specifies" ("Elistinskaya Panorama", 01/19/2017), "Job Fair "(" Elistinsky Courier ", 13.02.2014)," Waltz Victory "(" Izvestia Kalmykia ", 08.05.2014)," Comedy of Errors "in Kalmykia" (Parliamentary Bulletin of Kalmykia, 02.12.2017), "Again the Sheep Show" ("Izvestia Kalmykia", 05/17/2014), "Dances on the bones" ("Izvestia Kalmykia", 06.08.2015), "Guests will dance" ("Izvestia Kalmykia", 08/13/2015), " Talent Parade » (Parliamentary Bulletin of Kalmykia, 01.04.2017), Waltz Flowers (Izvestia Kalmykia, 08/20/2015);

4) headlines with metaphors of the thematic group "Games and Sport": Kalmyk Roulette ("Elistinsky Courier", 11/28/2013), "High rates" ("Elistinsky courier", 12.02.2015), "Falstart of irresponsibility" ("Elistinsky Courier", 15.10.2015), "Victory of Small Business" ("Elistinsky Courier", 05.11.2015), "Sunday starts" (Parliamentary Bulletin of Kalmykia, 27.07.2016)"Started preparation for voting" (Parliamentary Bulletin of Kalmykia, 20.02.2016), "Relay of consultation" (Parliamentary Bulletin of Kalmykia, 04/04/2016), "Before Finish" (Parliamentary Bulletin of Kalmykia, 07/02/2017), "Game in giveaway" ("Elistinsky courier", 08/18/2016), "Relay of generations" (Parliamentary Bulletin of Kalmykia, "04/04/2015), "The action started" (Parliamentary Bulletin of Kalmykia, 14.10.2015), "Kalmykia takes the Ortasta of the Jurpa" (Parliamentary Bulletin of Kalmykia, 13.06.2015), "On the" memory relay " (Parliamentary Bulletin of Kalmykia, "04/04/2015), "On the finish of a streaming campaign" (Parliamentary Bulletin of Kalmykia, 29.07.2015), "Forests of Victory" (Parliamentary Bulletin of Kalmykia, 23.05.2015)"Sitting starts in early April" (Parliamentary Bulletin of Kalmykia, 31.03. 2018), "Mind games", "Relay of generations" came to Elista " (Parliamentary Bulletin of Kalmykia, 30.04.2014), "Political games" (Parliamentary Bulletin Kalmykia, 27.01. 2018)"On the finish line" ("Elistinsky courier", 12/15/2016), "Passenger transportation is not losing" ("Izvestia Kalmykia", 06.08.2015).

In total, 65 headlines containing sociomorphic metaphor in their structure were allocated. The percentage of sociomorphic metaphor of various thematic groups that appear in newspaper headlines is presented in Table 4.

Table 4.

Frequency of functioning of sociomorphic metaphor of various thematic groups in the structure of newspaper headlines

Summing up the consideration of sociomorphic metaphor in the structure of newspaper headlines, it should be noted that the headlines of the "War" thematic group (38.5%) are most frequent, that is, the most productive and in demand turned out to be a militarian metaphor. The least used in the structure of the headlines is the metaphor of the thematic group "Law and Crime" (12.3%).

2.4. Artifact metaphor in newspaper headlines

The artifact metaphor is based on the principle associated with the desire of a person to associate the reality with the objects created by them. In the process of creating things, a person seeks to improve the world to make it meets its own needs. The results of physical and intellectual labor are reflected in a wide variety of conceptual spheres. In the process of this study, artifact metaphorical models were allocated, corresponding to the conceptual such conceptual areas as "mechanism", "transport", "buildings and structures", "clothes and decorations" and "household items".

A.P. Chudinov, highlighting the artifact metaphor among other types of metaphors, notes that a person implements himself in the things created by him - artifacts. Creating these things, a person is committed to improving the world, trying to make it fully meeting his own needs. In other words, constructive work is the activity conceptualization of the world. The artifact metaphor has a three-level structure: Mechanisms, Building and Personal Artifacts [Chudinov, 2003: 145-147].

In accordance with these principles, newspaper headlines containing artifact metaphors were divided into the following groups:

1) headlines with metaphors of the thematic group "Mechanisms": "In the reverse spiral" ("Elistinsky courier", 07/28/2016), "Pension calculator";

2) headlines with metaphors Thematic group "Transport": "Captain of the Family Ship" ("Elistin Panorama", 04.02.2017), "Science as a Friendship Bridge" ("Steppe Mosaic", 08/27/2013), "Arkhangelsk-Hulhuta: Memory Roads" (Parliamentary Bulletin of Kalmykia, 21.04.2018), "Path to the Cup of Russia" (Parliamentary Bulletin of Kalmykia, 25.03.2017), "Military Roads of Lieutenant Davayev" ("Kalmytskaya Pravda", 04.12.2014), "Roads of the Great Victory" (Parliamentary Bulletin of Kalmykia, "17.01. 2018), "Vladimir Putin: APK is no longer a" black hole ", but the locomotive of the development of the economy" (Parliamentary Bulletin of Kalmykia, 30.12.2017);

3) headlines with metaphors of the thematic group "Buildings and facilities": "Platform of failures" ("Steppe Mosaic", 10.08.2013), "On the threshold of spring" ("Elistinsky Panorama", 21.02.2017), "Enemy at the Gate" ("Elistinsky Courier", 11/22/2013), "From the threshold Straight to the fairy tale "(" Elista Panorama ", 01/10/2017)," Right Walls " (Parliamentary Bulletin of Kalmykia, 18.06.2016), "Between us" ("Elistinsky Courier", 07/21/2016), "The last shelter of a soldier" (Parliamentary Bulletin of Kalmykia, 26.12.2015), "Frame selection platform for the country" (Parliamentary Bulletin of Kalmykia, 14.02. 2018), "Barrier to violators" (Parliamentary Bulletin Kalmykia, 14.03.2018), "Leftokum labyrinths" ("Elistinsky Courier", 09/21/2017), "Debt Barrier" (Parliamentary Bulletin of Kalmykia, 07.02. 2018);

4) titles with metaphors of the thematic group "Clothing and decorations": "He walked in life with an open intimate" ("Steppe Mosaic", 07.27.2013), "Green Necklace Elista" ("Elistinskaya Panorama", 01/21/2017), "Green belt" - the capital and district centers " (Parliamentary Bulletin of Kalmykia, 11.05.2016), "Green Belt for the Capital" (Parliamentary Bulletin of Kalmykia, 04/05/2017);

5) headlines with metaphors of the thematic group "Objects of life": "For disabled, the law - for officials - drawing" ("Steppe Mosaic", 07/13/2013), "Keys of happiness" ("Steppe Mosaic", 08/31/2013), "Stage to a new level" (Parliamentary Bulletin of Kalmykia, 30.07.2016), "The head of the Ergenic SMO Baatre Sadzhaev:" Our village without a hearth of culture can not be " (Parliamentary Bulletin of Kalmykia, 09/02/2015), "The fate of her simple canvas" ("Kalmytskaya Pravda", 01/14/2015), "In the Farmer's notebook" (Parliamentary Bulletin of Kalmykia, 18.03.2015), "In the Mirror of History" (Parliamentary Bulletin of Kalmykia, 11/11/2017), "Veterinary barrier" (Parliamentary Bulletin of Kalmykia, 26.03.2016), "About the product basket" (Parliamentary Bulletin Kalmykia, 21.10.2015), "Seven medals in the piggy bank" (Parliamentary Bulletin Kalmykia, 7.11.2015), "On pension via the network" (Parliamentary Bulletin of Kalmykia, 23.03.2016), "Anti-Corruption Tool" (Parliamentary Bulletin of Kalmykia, 18.06.2016), "The investment portfolio of the republic is steadily increasing" (Parliamentary Bulletin of Kalmykia, 28.05.2014), "Life Tutorial" (Parliamentary Bulletin of Kalmykia, 25.10.2017), "On new foci of plague" (Parliamentary Bulletin of Kalmykia, 01.11.2014), "In the piggy bank of Kalmyk pilots, five medals" (Parliamentary Bulletin of Kalmykia, 24.09.2014), "Window in the world of the East" (Parliamentary Bulletin of Kalmykia, 04.10.2017)"From memory piggy bank" (Parliamentary Bulletin of Kalmykia, 30.12.2017), "Binding thread of history" (Parliamentary Bulletin of Kalmykia, 04/08/2015), "Keys of the city" ("Elistinsky Courier", 11/16/2013), "Round Table of the king" ("Elistinsky Courier", 04.02.2016), "In the notepad carriers" (Parliamentary Bulletin of Kalmykia, 28.03. 2018).

Thus, 46 headlines containing an artifact metaphor in their structure. The percentage of artifact metaphor of various thematic groups that appear in newspaper headlines is presented in Table 5.

Table 5.

Frequency of functioning of artifact metaphor of various thematic groups in the structure of newspaper headlines

According to the results of the consideration of the artifact metaphor in the structure of newspaper headlines, it can be concluded that the headlines of the thematic group "Objects" (47.8%) are most frequent. Obviously, this is due to the desire of a person to associate various phenomena of reality with subjects surrounding it in everyday life. The least consumed in the structure of the headers is the metaphor of the thematic group "Mechanisms" (4.4%).

Conclusions on the second chapter

All major metaphorical models are used in the structure of the newspaper headers of the selected print publications. The headlines in which metaphors are used are to all areas of life illuminated in newspaper articles. In this case, the most frequency is a sociomorphic metaphor (38%). Almost less used artifact (26.9%) and antphorphic (21.6%) metaphors. Finally, the least used organomorphic metaphor (13.5%). Within each of these groups, the metaphors were allocated main thematic groups.

Anthropomorphic metaphor is represented by such thematic groups like "anatomy and Physiology, "" Disease "," Family and Rodation ". The metaphor of the thematic group "Anatomy and physiology" (54.1%) was the most consumed. Less than demanded metaphor of the thematic group "Family and Rhodation" (29.7%). Finally, the least used was the metaphor of the themed group "Disease" (16.2%).

The most consumed in the framework of the natural organophone metaphor is the metaphor of the thematic group "Animals" (43.5%). Metaphors of thematic groups "Plants" (30.4%) and "natural phenomena" (26.1%) turned out to be quite less consumed.

Among the sociomorphic metaphors, the metaphor of the thematic group "War", or a militarian metaphor (38.5%) turned out to be the most consumed. Also quite frequency metaphor of the thematic group "Games and Sport" (32.3%). Finally, the least used in the framework of sociomorphic metaphor are metaphors of the thematic group "Theater and spectacular arts" (16.9%) and "Law and Crime" (12.3%).

The artifact metaphor is represented by metaphors of such thematic groups as "mechanisms", "transport", "buildings and structures", "clothes and decorations" and "household items". At the same time, the most used as part of the artifact metaphor is a metaphor of the thematic group "Objects of life" (47.8%). Metaphors of the thematic groups of "Buildings and Construction" (23.9%) and "Transport" (15.2%) were less used. Finally, the least frequencies made metaphors of thematic groups "Clothes and decorations" (8.7%) and "mechanisms" (4.4%).

Text of theses on the topic "Metaphoric headlines in the Russian, American and British press: cognitive, text and psycholinguistic aspects"

Ministry of Education and Science of the Russian Federation FGBOU VPO Ural State Pedagogical University

For manuscript rights

Kagan Elena Borisovna

Metaphoric headlines in the Russian, American and British press: cognitive, text and psycholinguistic aspects

specialty 10.02.20 - Comparative historical, typological and comparable linguistics

Sis on competition scientific degree Candidate of Philological Sciences

Scientific adviser:

Honored Science Worker, Doctor of Philology, Professor A. P. Chudinov

Ekaterinburg 2012.

Introduction ................................................... .................................................. ............four

Chapter 1. Metaphor and features of its functioning in newspaper discourse ......................................... .................................................. ......................fifteen

1.1. Features of the newspaper discourse ....................... ........................ .............sixteen

1.2. Communication header with text publication in newspaper discourse ............ 27

1.3. Anti-Linguistics Direction as a basis for studying

metaphoric headlines of the Russian and English press ............. 39

Conclusions on the first chapter .............................................. ................................... 49.

Chapter 2. The comparative characteristics of metaphorical headlines with sources of "society" and "man" in the Russian, American and British press ......................... ...................................... 53.

2.1. Metaphoric headlines of the Russian, American and British press: the source of metaphorical expansion "Society" ............... 54

2.2. Metaphoric headlines of the Russian, American and British

presses: Sphere-source of metaphorical expansion "Man" ............... 89

Conclusions on the second chapter .............................................. ................................... 118.

Chapter 3. Comparative characteristics of metaphorical headlines with spheres of sources "Nature" and "Artifacts" in the Russian, American and British press .......................... ..................................... 120.

3.1. Metaphoric headlines of the Russian, American and British press: sphere - source of metaphorical expansion "Nature" .............. 120

3.2. Metaphoric headlines of the Russian, American and British press: sphere - source of metaphorical expansion "Artifact" ............ 141

3.3. Metaphoric headlines of the Russian, American and British

press with a metaphor of double actualization ............................................. .... 167.

Conclusions on the third chapter .............................................. .................................. 170.

Chapter 4. Deploying the header metaphor in the main text ............. 172

4.1. Deploying a metaphorical model in the text ................................. 172

4.2. Use of techniques of reinforced, deceived and justified expectation .......................................... .................................................. ............... 184.

4.3. Experimental study of the perception of relation

metaphoric title of publication and its main text ................ 188

Conclusions on the fourth chapter .............................................. .............................. 205.

Conclusion ............................................................... .................................................. ...... 207.

Bibliographic list ................................................ ............................ 212.

List of dictionaries used ............................................... .................. 237.

List of journalistic sources ................................................... .......... 238.

Application.......................................... ....... .................................................. ..... 240.

Introduction

End XX - The beginning of the XXI century was marked by the development of cognitive linguistics, which explores the problems of the ratio of language and consciousness, the role of language in the conceptualization and categorization of the world. The dialectical unity of consciousness and language is manifested in the fact that consciousness is always there is a marked reflection, and the language as such is a hidden entity. From the standpoint of cognivistism, the language acting as an object helps to establish access to the activities of consciousness, to different sides of cognitive processes. But if consciousness is subject to verbal expression, it is at the same time exposed to verbal effects. Currently with intensive development information technologies, the increasing role of the media by one of their tools for modeling, understanding and evaluating political events and processes, the impact on individual, group and social consciousness is the political metaphor. Modern researchers considering the metaphor as one of the means of indirect communication, evaluation and intentional meaning uncertainty of political statements (Jim. Alekseeva, A.N. Baranov, E.V. Budaev, V.Z. Demyankov, Yu.N. Karaulov, AA Kaslova , I.M. Kobzeva, V.G. Kostomarov, E.S. Kubryakova, V.V. Petrov, G.N. Sklyling, V.N. Telia, A.P. Chudinov, G. Lakoff, Ch. Malone , A. Musolff, J. Zinken, etc.), noted that it is possible to realize the specifics of the national metaphorical picture of the world when comparing metaphorical paintings of the world presented in various languages \u200b\u200band cultures.

Analysis of research on cognitive linguistics, conducted by E.S. Kubryakova, allowed the scientist to allocate a cognitive-discursive paradigm [Kubryakova 2004], in which any language phenomenon can be adequately described only with accounting and cognitive, and

communicative features. In the communicative theory "The main directions of study of the text are as follows: the text in its attitude to the speaker and listening; text as a complex sign; The text in its relation to reality and other texts "[Chuvakin 2003: 34]. A.A. Chuvakin believes that "in line with a communicative approach to the text, it can be determined as a communicative and pragmatically significant complex sign of linguistic nature, representing the participants of the communicative act in the Homo Loquens textual personality, which has signs of esvocativeness and situitation, the mechanism of the existence of which is based on the capabilities of its communicative transformative ™ "[Chuvakin 2003: 31].

This dissertation study was carried out within the framework of the cognitive-discursive paradigm and is aimed at comparing metaphorical headlines in the publications of the modern Russian, American and British press, which are considered in cognitive, textual and psycholinguistic aspects.

Consideration of the text as a form of implementation of the author's intention during communication with the addressee, studies of its structure, semantics and pragmatics make an obvious link between the discursive, cognitive and psycholinguistic approaches in the study of text. All directions are based on an activity approach to the text as a result of the communicative activities of the author and the addressee, the author's dialogue and the addressee on an associative basis. In addition, the communicative nature of the text and the desire of the author to be understood determined the regulativity of the text as one of its systemic qualities, which allows to manage the cognitive activity of the addressee.

One of the conditions for effective interaction is the intentional and meaning consistency in the communication process. IN

this dissertation study, this correlation is considered on the example of the metaphorical headlines of the press of three countries. In accordance with the goal, the main results of the study are that within the framework of cognitive-discursive paradigms investigated

lingvation features of newspaper metaphorical headlines of Russia, USA, Great Britain and psychological peculiarities their perceptions.

The relevance of the study of the metaphorical newspaper headlines of the press of Russia, the USA and the UK is due to modern trends in linguistics, the overall direction of scientific research in the field of discourse analysis, the promise of further development of the theory of conceptual metaphor (including newspaper discourse) and its refraction in intercultural communication. Mass-informational communication is today, perhaps, the most mobile, continuously enriching discourse type. An analysis of modern metaphorical newspaper headlines allows you to trace certain trends in the sphere of public consciousness, and their comparative study - to identify human and society in the mental world, similar, various and specific features of the national worldview and categorization of reality. The interaction of cognitive, textual and psycholinguistic approaches to the study makes it possible to comprehend the features of the author's communicative impact on the addressee through the use of metaphorical headlines in the newspaper discourse, to identify the likelihood of achieving the author's intentional task of a newspaper publication containing a metaphor in its title.

This study is to a certain extent, dictated by both extralyinguistic factors. Geopolitical processes intensively passing in recent decades cannot not affect the humanitarian sphere of human activity, reflected in the linguistic situation. Similar

comparative studies are aimed at improving the effectiveness of intercultural interaction, contribute to mutual understanding and establishing tolerant relations between national cultures.

The relevance of linguistic issues identified the object and subject to dissertation research.

The object of study in this dissertation is a metaphorical word in the newspaper headlines of the Russian, American and British press.

The subject of the study is the general and specific patterns of metaphorical modeling of reality in the newspaper headlines of Russia, USA, Great Britain.

The material of this study is represented by two parts. The first part is a sample of headlines and texts of newsprints published in periodic prints or electronic publications in Russian and english In the period from 2008 to 2010. In total, 3499 metaphorical headlines of newspaper articles, including 1258 in Russian, 1123 - in American, and 1118, were collected and analyzed by the solid sample. There are no thematic unity in the texts under study, but they all have a reflexive character. Preference was given to newspapers having a high circulation of popular among the population and intended for the educated audience: Komsomolskaya Pravda, arguments and facts, newspaper, statements, view, news, independent newspaper, New Newspaper, Moskovsky Komsomolets, Kommersant, Chicago tribune, Newsweek, New York Times, The International Herald Tribune, Washington Post, Wall Street Journal, USA Today, Atlantic Monthly, Financial Times, Guardian, The Observer, The Independent, Telegraph, Daily Telegraph, The Economist.

The material for the second part of the study was the data of a psycholinguistic experiment.

Research methods. In the thesis used complex interrelated scientific methodsleading among which has become a cognitive-discursive analysis (E.S. Kurbanov, V.A. Vinogradov, HH Boldrev, L.G. Babenko, E.V. Budaev, V.Z. Demyankov, V.I. Karasik, AA Kybrik, I.M. Kobozheva, A.P. Chudinov et al.), As well as a psycholinguistic experiment based on the model of spending speech statement (Ha Bernstein, J1.C. Vygotsky, N.I. Zhinkin, AA Leontyev, A. N. Leontiev, A.R. Luria, T.V. Ryabova (Akhutina), L.S. Tsvetkov). The presented work also relies on the achievement of the theory and practice of the psycholinguistic and sociolingvistic study of the informants survey materials (V.N. Bazylev, T.I. Erofeeva, AA Zaravskaya, Yu.N. Karaulov, L.P. Kratyn, L.V. Sugar, Yu.A. Sorokin, PM Frumkina, Am Shahnarovich et al.), Linguculturology (V.I. Karasik, V.V. Krasnyh, V.A. Maslova, M.V. Pimenov, Yu.E. Prokhorov, I. A. Sternov, V.N. Telia, etc.). Depending on the material under consideration, the objectives of the study and its stage to the fore, then some, then other methods and methods of research were published. The solid sample method was used at the stage of selection of newspaper materials, the first chapter prevails a methodological, problem and historical-linguistic analysis of metaphor within the framework of the cognitive direction. In the second and third chapters, the method of building frames, general scientific methods Classification, comparison, generalizations contributed to the identification of the general and national-specific in the language paintings of the world of different cultures. IN final chapter The interpretational method was based on the interpretation of the selected examples from the texts of the newspapers, the experimental technique was applied when the respondents were questioned to identify the ability of readers for a metaphorical header of newspaper publishing to predict its content. A feature of the methodology for presenting the material of this study is the alternation of fragments, which are devoted to the consideration of theoretical problems, with fragments,

gearing the results of a quantitative processing of a material comprising a variety of metaphorical models, and fragments, which describe the perception of respondents with metaphorical newspaper headlines.

The purpose of this study is to identify the peculiarities of the perception of metaphorical headlines of leading models used in modern Russian, American and British newspaper headlines, representatives of various cultures.

The purpose of the work is achieved by setting and solving the following research tasks:

Reveal, select and systematize the metaphorical headlines of newspaper publications of the Russian, American and British press;

Select the features of the use of metaphors with sources of sources "Socium", "Man", "Nature", "Artifact" in the headlines of the Russian, American and British press;

Analyze the deployment options in the texts of the publications of metaphorical models of dual updating presented in the headlines of newspapers;

Explore the essence and analyze the features of the use of stylistic techniques that cause effects of reinforced expectation, deceived and justified expectations when correlating a header metaphor with the main text of the publication;

Taking into account the psycholinguistic generation of speech statement, identify the peculiarities of the perception of metaphorical models of dual actualization presented in the headlines of the newspaper publications of the Russian, American and British press of carriers of Russian and English.

The scientific novelty of work is determined by the fact that traditionally studies of newspaper headlines were carried out from the standpoint of functional and structural-semantic analysis, while the real dissertation is characterized by an integrated description of the newspaper discourse that combines cognitive, textual, psycholinguistic and linguculturological analysis. In this study of the metaphorical headlines of the newspaper articles of Russia, USA, Great Britain 2008-2010. The international laws of the functioning of metaphorical models and features that detect national specific characteristics of various metaphorical paintings of the world have been revealed. With the use of quantitative data, the patterns and features of the perception of newspaper texts of three countries on their metaphorical headlines are characterized.

Theoretical significance is to appeal to a low-investigated aspect of the study of newspaper discourse, in carrying out a comparative cognitive-discursive analysis of metaphorical modeling of modern reality in the political discourse of Russia, USA, Great Britain through metaphorical newspaper headlines, as well as in the development of the methodology for comparable description of metaphorical models and their deployment in newspaper Texts. A methodology for studying metaphorical models associated with identifying the probability of predicting by readers themes and problems of newspaper publications on metaphorical headlines was proposed. The dissertation materials can be used in further research on the development of the theory of metaphorical modeling in the framework of the media discourse, USA, Great Britain, as well as in relation to the media discourse of other countries or cultures. This study is also consistent with the study of the psycholinguistic features of the perception of texts, predicting their contents on headlines.

The practical value of the dissertation work is determined by the possibilities of using its materials in the process of further scientific researchdevoted to the language of periodicals, as well as in the practice of teaching individual academic disciplines, such as mass communication, theory and translation practice, intercultural communication, political linguistics, psycholinguistics, while teaching referencing.

The work will be interesting for journalists and anyone interested in the theory of language and the use of metaphors in journalism and political communication.

Approbation of research materials. The dissertation materials were discussed at the meeting of the Rhetoric Department

Examples on the newspaper "Arguments and Facts"

In the newspaper "Arguments and Facts", sharpening attention to the coverage of political issues, the most common is the "wave" metaphor. He meets in the mass of headlines and text of the articles: "When do we wait for the second wave of the crisis?", Are we ready for a new wave of crisis? "," Kudrin promises the second wave of the crisis. " In the text of articles:

If you have time to dodge - you will pay back to the oncoming idiot, we share coldand smear a couple of millions of nerve cells.

For all countries of the former USSR rolled wave displeased.

- Wave of detractors Raddled to the country to try to establish its orders.

Yes, and in the current Russia, the attempts of the Agitprop to issue wave Xenophobia For "disputes of economic entities" - are funny and ridiculous.

- "To keep afloat during first wave The economic downturn was not easy. Our main advantage was that we were well prepared for trouble, "explains Holdren. He believes that the ability to effectively reduce the budget and at the same time saving the team already guarantees half of success, and maybe more. "This metaphor may seem cynical, but it perfectly illustrates what many managers make a lot of leaders: one cup of scales are staffed to another - the company's revenues, and if the staff outrests, abbreviations occur," says Gary Holdren.

The wave metaphor is the most significant, most loaded by allowing an ambivalent interpretation with meanings, images, associations. Among the existing options for the conceptualization of the image of the wave are the most common are two polar in content: (a) a wave as a universal symbol of transformations, changes propagating in space (in this case - socio-political) and with inexpressibility of it again and again converting it, updating; (b) a wave as a symbol of sustainable reproduction of the plot (motive, tradition, etc.), a symbol of the element, flushing apparent, renewing genuine and fundamental, returning everything into circles and in the form of perpetual repetition. As we can see, in "arguments and facts" this metaphor is used in the first sense.

From the crisis, you can get out and you can withdraw from it - it means that this is a closed space, but the output is not obvious, therefore " United Russia"Looking for a way out of the crisis. From it you can leave for some kind of road. But it has a depth and filled with liquid, so it is possible to emerge from the crisis and reach the bottom. This liquid environment creates an election: the crisis waves are covered one after another, everything is guess: it will be Is the next? Eugene allows forming forms into a crisis, as in a storm, in the rain, in a blizzard.

The initial moment of metaphor becomes a visual image of a single wave - cast into the comb ("curl") of movement. The cognitive scheme comes down to the regular and uniform change of lifts and drops during a certain movement.

The following examples are found:

- "Gus. utopili Airplane: A minute after takeoff, the pilot of the airbus Cescy Sallenberger told the dispatchers that the airbus was faced with a flock of wild geese and two birds got into the turbine. "

- "Live water for Russia" how she called the author of the article, this drinking water. Live water saves, even revives the dead. According to the chairman of the subcommittee on economics natural resources Not only Russia, but the whole world by 2030 may fall into huge drinking water problems.

Comparative analysis of two newspapers

As we can see, the use of the "water" metaphor in a journalistic style "(in particular, in those newspapers that we considered) does not replete many meanings. In the midst of the crisis, metaphors, one way or another painted with political meaning are the most common. Metaphors such as the "crisis wave", "bottom of the crisis", "capital outflow" became the most frequency not only in federal publications, but also in local media.

Using the media metaphorization reflects the reality phenomena, makes its language image.

Naturally, not all metaphors associated with "water" have a political color. Until now, there are also metaphors of another species in the newspapers:

Going to the Russian Museum to the exhibition "Power of Water", I almost do not drowned in the sea Fast associations.

- "Live water for Russia"

However, a significant part of metaphorical nominations characterizes the state of affairs throughout the country and in specific ministries and departments, in individual parties, regions, etc. Of course, "chaos" in one or another state or public structure, the "illness", which struck a separate city or just a separate official - does not allow conclude that this is the situation in the entire extensive power. Each of the similar metaphors is just a small part, a low-odd glass in a huge mosaic, but such images are the realization of models really existing in the public consciousness.

The current situation is not surprising, because the audience is most interested in the questions: "When will the new wave of the crisis?" And "When will Russia reach the bottom of the crisis?".

Metaphor

1. Metaphor (Greek Metaphora - Transfer) - transfer of the properties of one subject (phenomenon or face of being) to another on the principle of their similarity in any respect or contrast.

2. Using metaphor - This is the shortest path to the subconscious. Metaphors are more often a visual image, but there are sound, and olfactory.

The metaphor should not be absolutely clear and logical. In fact, the best metaphor that leaves the scope for the subconsciousness so that it comes itself to its own conclusions. That is why it is useful to leave the metaphor open, let people themselves seek her explanation. You do not have to achieve absolute clarity. The subconsciousness loves when he is challenged. This is a well-known course to enhance the influence and emotional depth of communication.

Publicistic metaphor Determines the transfer characteristics of the estimated components derived from the human experience, the result is a permanent updating of image items in the text.

Headlines newspaper

3. Most people read the title, not the main text, so the title must interest the reader and attract his attention. To attract attention, the title must be original and contain information that is relevant to the consumer. The main thing is that the title cares for the attention of the representative of the target audience and automatically translated it from the viewer to the reader.

Metaphor in newspaper headlines

4. In order to attract the reader's attention to the newspaper heading, used

various means of expressiveness, one of these means is a metaphor.

The metaphor is one of the most powerful expression tools designed for long-term impact. Metaphors are well remembered, postponed in long-term memory and become the "bricks" that are used to decorate speech. With the help of a metaphor, the header text is made more shaped and strong, which causes the interest of the reader.

5. Metaphors visually decorate the text, but not only for this they are used. They, like other trails, there is another noble task - allegorically transfer the hidden meaning in the face of any cesura, for example, political or self-censorship. Let, for example, we have claims to local authorities, but it is open, it means to get unpleasant consequences, even if expressed is true. The metaphor will allow us, on the one hand, boldly make a cramole thought, and on the other - not to fear that they can attract to court for it.

6. Articles, headlines with political color, containing bold hints in the metaphorical form, in fact, cannot be the object of criminal or civic persecution, since they do not contain charges or evidence in explicit form. Of course, everything has its limit and it is important not to overtake the stick, like the newspapers with a tint of yellowness. It's not necessary to get involved and for the reason that the use of metaphor should be understandable and noticeable not only to the author, but also the most reading. Otherwise, at best, risks to remain incomprehensible, at worst - to be interpreted.

An example of metaphoric headlines

7. 04/25/2011, Kommersant newspaper, title of article "Mironia Fate". This title is built as if on a hidden comparison with the famous film "Irony of Fate". The article refers to the resignation of the chairman of Sergey Mironov, hence the "Mironia" (Mironov and Irony) appeared. According to Mironov, the clown reputation in Mironov is, therefore, there is a comparison with the famous comedy.

8. 04/29/2011, Kommersant newspaper, headline of the article "Shashlyk, Grokes, Dance". With this heading, many appear association with the phrase "tea, coffee, dance". And the reader has such bright and funny images.

03/30/2011, Newspaper "New Izvestia", the title of the article "will bring on pure vodka". After reading the title, it becomes clear that it is written with the share of humor and intertwined with the winged phrase "to bring to clean water" Laughter is present in the item itself, which refers to the laws that we do not work.

Conclusion

9. Using metaphors, both in the text itself and in the headlines, we are still risking. And, although the risk is a noble thing, a figurative meaning, born by a metaphor, is perceived by different people in different ways. It depends on their age, the level of education, religious, political and other views. The ambiguity of the unsuccessful header will play a bad service, in some cases it seeks the original meaning of the entire article. If there is no confidence that the title is good, it is better to do without the use of metaphor.

When used by the use of metaphor in the headlines of articles will allow you to decorate the text, prepare and interest, intrigue the reader, as well as transfer the maximum information in the minimum volume. They will give him the information that can not always be expressed by words. Using the metaphor, this is one of the techniques of language expressiveness, which always gives a guaranteed result of what, in fact, we achieve.