Radchenko O. Conceptual metaphor in the terminology of marketing (on the material of English texts)

This thesis discusses metaphorical expressions that belong to the English terminology of marketing. Their analysis aims to expose the respective conceptual metaphors as mappings of the source conceptual domains upon the target domains. The research methodology integrates insights of conceptual metaphor theory, frame semantics, and cognitive grammar. It is argued that metaphorically coined terms result from interaction of the target conceptual space of MARKETING with a number of source domains. The MARKETING conceptual space is structured with the "networks-in-the-networks" model that helps to identify particular target domains and the relations between them. Each target domain is further analyzed with regard to its degree of metaphorization (the number of metaphorical expressions it is named with), and its metaphorical range (the number of source domains mapped upon it). Each source domain is analyzed with regard to its scope (the number of target domains upon which it maps), and its metaphorical potential (its activity in metaphorical processes). Key words: term, terminology, conceptual metaphor, range of metaphor, scope of metaphor.