Монгол зар сурталчилгааны хэл найруулга дахь хүншүүллийг танихуйн хэл шинжлэлийн үүднээс задлан шинжлэх нь

Cognitive Linguistic Analysis of Personification in Mongolian Advertisement Discourse

Abstract

This research analyzes metaphors in contemporary Mongolian advertising from a cognitive linguistic perspective. In an era of rapid technological advancement, the evolving needs and demands of society are reflected in a growing variety of products and corresponding advertising language. Most existing studies on Mongolian advertising vocabulary date back 10 to 20 years, with many referenced products already out of use or well-established without the need for advertising. This highlights the importance of studying contemporary metaphor usage from both current and historical perspectives.
The study aims to explore the lack of research on advertising language created through metaphor using cognitive linguistic theories, specifically Conceptual Metaphor Theory (CMT). The research methodology involves analyzing advertisements from various sources, including public and commercial media, street notices, and product labels, focusing on metaphors formed through personification. Findings indicate that metaphors related to professional and personal terms are prevalent in Mongolian advertising, with examples like “A product is a friend.”