Use of Metaphors in Advertising Messages

The use of metaphors in advertising messages is a relevant and important topic in the modern world. Advertising, as a means of communication and a marketing tool, is of great importance for successful promotion of goods and services in the market. Metaphors, as specific linguistic constructions, help to create images and associations, enriching advertising messages and giving them an emotional touch. Studying the use of metaphors in advertising messages allows us to better understand the mechanisms of advertising impact on the audience. The purpose of this study is to evaluate the psychological impact of metaphors in advertising on consumer behaviour. The empirical study consists of a qualitative content analysis of advertising video clips using metaphors. The next method will be a quantitative research method, namely a structured questionnaire including both closed and open-ended questions aimed at determining the respondents' attitudes towards metaphors in advertising and their ability to recognise and interpret metaphorical images and expressions. The questionnaire will be distributed through online platforms and social media to reach a wide range of participants. This research work will reveal the mechanisms and strategies of their use in advertising, identify the specifics of the impact of metaphors on the audience and evaluate their effectiveness. Such analysis will help not only to understand the mechanisms of formation of advertising text using metaphors, but also to develop recommendations for creating more successful and effective advertising campaigns. Keywords: Metaphor, advertising, communicative strategy, communicative message, advertising message, brand.