Skip to main navigation menu Skip to main content Skip to site footer

The Use of Stable Expressions in Modern Economic Discourse as an Emotional Increase in the Potential Impact on Purchasing Power


This study is an attempt to analyse economic discourse metaphors and stable expressions. Significant attention is paid to metaphor creative potential in the field of terms formation as well as representation of certain aspects of economic reality events. Some rhetoric models are especially studied from the point of view of their rhetoric impact on the potential audience. The market of goods and services began to develop rapidly in the modern consumer society, and as a result, the corpus of language tools began to expand to attract the attention of potential recipients of goods and services. Economics and linguistics are two spheres of science that are united by humans – acting and thinking/ speaking. Modern consumer society requires members of society equipped with economic knowledge that facilitate the process of acquiring something. Today, advertising with economic terminology is becoming more diverse, and it can be targeted at professionals and the broadest segments of the population. Recently, not only linguistic but also paralinguistic levels of advertising discourse realisation have become more and more relevant. The authors consider the phenomenon of linguistic metaphors in economic advertising discourse. The complexity of understanding the material is due to the use of linguistic and cultural stereotypes of the local type. The authors propose to pay attention to the fact of using metaphors of a language culture to attract potential consumers of economic services and create an image of an attractive product of economic discourse in one of the primary mechanisms for managing economic interests in the consumer society. Hence, there is a need to study economic terminology and its functioning in modern economic discourse. This study considers the metaphors of economic discourse as a manifestation of his interdiscursive nature. We analyse the compatibility of economic metaphors with national and cultural symbols and possibilities to influence the audience.


economic discourse, term creative potential, stable expressions, metaphoric character, evaluativity, rhetoric impact



  1. Anderson, R.D. Jr. (2002). Anderson, R.D. Jr. The casual power of metaphor in politics. Retrieved on 14 April 2019 from, /Anderson/MetaphorsCauses. html.
  2. Bakhtin, B.M. (1975). Questions of literature and aesthetics. Moscow: Khudozhestvennaya Literatura, 504
  3. Gavrilova, J. (2014). Systemic-functional approach in Michael Halliday Linguistics. Bulletin of the Moscow State regional university. Series: Linguistics. 3, 16-21. Retrieved on 10 August 2019 from:
  4. Financial Dictionary (2020). Retrieved on 4 January 2020 from,
  5. Karabulatova, I.S. (2013). The problems of linguistic modeling of new Eurasian linguistic personality in multilinguistic and mental environment (by example of onomasphere). Middle-East Journal of Scientific Research, 17(6), 791-795. DOI: 10.5829/idosi.mejsr.2013.17.06.12262.
  6. Karabulatova I., Vildanov Kh., Zinchenko A., Vasilishina E., Vassilenko A. (2017). Problems of transformation matrices modern multicultural identity of the person in the variability of the discourse of identity electronic Information Society. Pertanika. Journal of Social Science & Humanities. 25(S). 1-16. Retrieved on 21 January 2020 from,
  7. Kara-Murza, S.G. (2018). Manipulations with consciousness. Moscow: Publishing House “Rodina”, 432
  8. Klanshhakova, A.Ju. (2003). The metaphor in the structure of economic discourse: experience of complex investigation (based on English language): Thesis for the degree of Candidate of Philological Sciences, Irkutsk, Irkutsk State University,181.
  9. Khachmafova, Z. R., Karabulatova, I.S., Serebryakova, S.V., Zinkovskaya, A.V., Ermakova, E.N. (2017). The specifics of an estimate discourse of gender stereotypes in small forms of folklore in a network discourse of electronic and information society at the beginning of 21ct Century. Pertanika Journal of Social Science & Humanities, 25 (S), 137-150. Retrieved on 11 December 2019 from,
  10. Koryakovtseva, O. A., Doronina, I. I., Panchenko, T. M., Karabulatova, I. S., Abdullina, Z. M. (2016). Research of category “motivation” as a basic tool of personnel management. International Review of Management and Marketing. 6 (1S), 293-299. Retrieved on 24 January 2020 from,
  11. Kostruba, A. V. (2019). The rule of law and its impact on Socio-Economic, Environmental, Gender and Cultural Issues. Space and Culture, India, 7(2), 1-2. DOI:10.20896/saci.v7i2.522 DOI:
  12. Lakoff, G., Johnson, M. (2004). The metaphors we live by. Moscow: Editorial URSS, 35-42.
  13. Luchinskaya E.N., Karabulatova I.S., Zelenskaya V.V., Golubtsov S.A. (2018). Characteristics of image of the Russian family in modern advertising discourse. Astra Salvensis, 6 (11), 699 -714. Retrieved on 16 December 2019 from,
  14. Mahnickaja, E.Ju. (2003). Metaphor in modern economic discourse and principles of lexicographic description. Dissertation. Rostov-na-Donu.
  15. Minsky M.L. (2006). The emotion machine: Commonsense thinking, artificial intelligence, and the future of the human mind. Simon and Schuster. Moscow: Publishing House “AST”, 504.
  16. Musolff, A. (2006). Metaphor scenarios in public discourse. Metaphor and Symbol, 1(21), 23–38. Retrieved on 16 April 2019 from, DOI:
  17. Paris, R. (2004). Kosovo and the metaphor war. Political Science Quarterly, 117(3), 423–450. Retrieved on 15 April 2019 from,
  18. Riazi, A. (2003). The Invisible in translation: The role of text structure. Translation Journal, 7(2), Retrieved on 20 April 2019 from,
  19. Ritchie, L.D. (2004). Common ground in metaphor theory: Continuing the conversation. Metaphor and Symbol, 19(3), 233–244.DOI: 10.1207/s15327868ms1903_4 DOI:
  20. Rozhdestvenskij, Ju.V. (2003). Principles of modern rhetoric. Moscow: Flinta: Nauka. Retrieved on 26 January 2020 from,
  21. Ryazantsev, S.V., Karabulatova, I.S., Mashin, R.V., Pismennaya, E.E., Sivoplyasova, S.Yu. (2015). Actual problems of human trafficking in Illegal immigration in the Russian Federation. Mediterranean Journal of Social Science, 6(3), 621-626. DOI:10.5901/mjss.2015.v6n3s1. 621.
  22. Saenko, N.R., Sozinova, A.A., Karabulatova, I.S., Akhmetov, I.V., Mamatelashvili, O.V., Pismennaya, E.E. (2016). Research in action integrated marketing communications as the elements of information and virtualization market relations. International Review of management and marketing, 6(1S), 267-272. Retrieved on 25 January 2020 from,
  23. Salter, L. (2003) Science and public discourse. History of intellectual culture, 3(1), 1-19. Retrieved on 16 January 2020 from,
  24. Sanders, T.J.M., Spooren, W. (2012). Discourse and text structure. The Oxford Handbook of Cognitive Linguistics. Ed. by D.Geeraerts and H.Cuyckens. Retrieved on 28 December 2019 from,
  25. Savchuk, I.P., Karabulatova I.S., Golubtsov S.A., Zelenskaya V.V., Akhmetova B. Z. (2019). Language features of the legend’s genre as the basis of storytelling technology in advertising discourse. Amazonia Investiga, 8(21), 522 - 530. Retrieved on 6 January 2020 from,
  26. Seth, S.P. (2015). Greece and the European Union. Retrieved on 21 January 2020 from,
  27. Schmitt, R., Schrὃder, J., Pfaller, L. (2018). Metaphern und metaphorische Konzepte – kognitive Linguistik nach Lakoff und Johnson. DOI: 10.1007/978-3-658-21460-9_1. DOI:
  28. Shiganova, G.A., Karabulatova, I.S., Sviridova, A.V., Yuzdova, L. P. (2018) The concept of “knowledge” / “cognition” in Russian paremia: The Experience of structural semantic representation. Astra Salvensis, 6(12), 385-393. Retrieved on 25 December 2018 from,
  29. Taylor P. (2014). Germany keeps Its economic engine idling. Retrieved on 11 May 2018 from,
  30. Temirgazina, Z., Akosheva, M., Yrysgul Sh., Shaharman A., Kurmanova Z., Kairova M. (2019). Metaphors in anatomical terminology. Space and Culture, India, 7(1), 143-153. DOI:10.20896/saci.v7i1.528 DOI:
  31. Vyhrystyuk M. S., Osipova, I. V., Karabulatova, I. S., Valentinovna, D. N., Druzhinina, O. M., Sabirova, S. G. (2017). Characteristics of gender stereotypes in modern advertising. Man in India, 97(23), 339-347. Retrieved on12 September 2018 from, Wynne B. (2001). Creating public alienation: Expert cultures of risk and ethics on GMOs. Science as Culture, 10(4), 445-481. Retrieved on 10 April 2017 from,
  32. Zelenskaya V.V., Golubtsov S.A., Karabulatova I. S., Kanon I. A., Kasyanova Z. S. (2018). Innovative discourse in the formation of a modern ethno-cultural environment. Astra Salvensis, 6(12), 753-766. Retrieved on 25 December 2018 from,


Download data is not yet available.