Cognitive Mechanism of Comparison in Advertising Tourist Narrative
The purpose of the study is to identify the features peculiar to realisation of the cognitive mechanism of comparison in the advertising tourist narrative. The work is novel in that it is the first to study cognitive foundations of the comparison mechanism, using the material of the texts belonging to the advertising tourist narrative. The attained results have shown that structural units of comparison (subject, object and ground) are components of the cognitive mechanism of comparison. The author substantiates the idea that the subject of comparison sets the modus framework, while the object of comparison, which is characterised by the derivational and interpretative potential, specifies and profiles various conceptual features of the original concept.