Учебное пособие 1708

Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue № 2 (17), 2017 ISSN 2587-8093

Linshof i8: German quality at an affordable price (advertisement of an Android smartphone) [4*].

For the Russian consumer, products from Germany have always been synonymous with quality. The Russian consumer traditionally associates the «German quality» of a product with its reliability and durability. It is interesting what M. Pavlova has said in this regard: «In mass consciousness, the phrase “German quality” traditionally provides a guarantee that the purchased product will work long and smoothly. Buyers respond well to it, which is what Russian businessmen use, wanting to benefit from the sale of pseudo-German brands” [10]. The information presented in these texts is a set of clichés: «German quality», «affordable price», and therefore it lacks an inner, substantial structure. The same we see in the examples with the word «unique» (we deliberately chose the same product – a vacuum cleaner):

Kitfort KT-501 is a unique robotic vacuum cleaner from Kitfort. It uses the latest developments in the field of robotics, indoor navigation, and vacuum cleaning (Unique in novelty) [5*].

The unique vacuum cleaner from EDELSTAR (IS-29) is very compact, manoeuvrable, and equipped with all the necessary function (Unique in compactness and maneuverability) [6*].

Arnica TRIA. A unique transformer vacuum cleaner for everyday cleaning <...> A unique triple suction system provides garbage collection from all three faces of a special triangular nozzle, which is also very convenient for cleaning in corners (Unique in the triple suction system) [7*].

The unique Shop-Vac Ash Vac 20 vacuum cleaner is used to collect ash, clean fireplaces and stoves from combustion products (Unique in the functional direction) [8*].

SOTECO TORNADO 503 2ST TC SP13D Inox is a unique vacuum cleaner model that is configured to automatically operate all equipment and allows all work processes to be performed without interruptions to clean the filter or replace it (Unique in having distinguishing features as against other vacuum cleaners) [9*].

As we see in the above examples, the emphasis on the uniqueness and exclusivity of the product is made in the same way: with the help of the adjective «unique», included in the list of the most common words and phrases used in advertising1. Giving the estimated characteristic of the product, today's copywriters focus on the double (and even triple) benefit of a product or service:

Thanks to the strengthened double formula they are able to overtake the pain at high speed («Next» tablets) [1*].

«Calgon». Two in one [1*].

“Teraflu Extra”. Double force of «Teraflu» [1*].

“Herbion”. Two coughs. Two solutions [1*].

«Phosphogliv». Caring for the liver with redoubled strength [1*].

1 See the article by R. Luchnikova «Forbidden advertising: words under the ban» / «Business, Veliky Novgorod»,

No. 33, URL: http://novmarketing.ru/pishem/131-zapreshchennaya-reklama-slova-pod-zapretom-narusheniya- zakona-o-reklame-polnaya-versiya#ixzz4fAhIDraH (accessed date – 17.03.17).

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Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue № 2 (17), 2017 ISSN 2587-8093

Here is the choice and the price, and the problem is solved («Carousel» supermarket)

[1*].

BOSCH 5 in 1! High quality and convenience in work! [1*].

The modern consumer is harder to surprise, he is skeptical and distrustful. In particular, this is explained by the fact that «never before a person was attacked by several hundred messages per day» [11]. To establish consumer’s credibility, copywriters are in constant search of creative solutions, and the choice of epithets to describe the advertised product is no exception

(«legendary lip balm», «choice cottage cheese, aromatic vanilla and genuine Swiss chocolate», «super ultra mega duper cool prices», «home prices», etc.). «When the same method in advertising is repeated without end, it becomes less perceptible and ceases to work, we must move further, including overcoming linguistic taboos, we have to catch consumers’ attention and shock to be talked about, - states linguist Xenia Knorre-Dmitrieva [11].

Examples of «less perceptible» advertising epithets in the early 2000s were the words «new», «natural», «genuine»:

«Samsung» mp-3 players. A new form in music [1*].

«IZh» cars. ... A reliable engine from Ufa ... a new quality system ... IZh: made in Russia, made for you [1*].

New deodorant from “Lady Speed Stick”. Wild freesia. Energizing. Sensual. Exciting

[1*].

A new fruity aroma (“Safeguard” soap) [1*].

Natural choice buckwheat «Makfa» in bags. Genuine buckwheat. «Makfa». Genuine pasta [1*].

«Hochland» with natural ingredients - a successful purchase to any table [1*]. «Platinum» coffee. Quality, aroma and the taste of natural coffee [1*].

Today's copywriters continue to use clichés «new» and «brand new» and appeal to the values of a healthy lifestyle with the epithets «natural», «genuine»:

«Dobry» shares new tastes with the whole country (advertisement of «Dobry» juice)

[1*].

A clean product. A natural product from “Petelinka” (advertisement of ready-to-cook foods from poultry) [1*].

The natural power of Altai (advertisement of tea) [1*].

The «Cheese head» company. Natural cheeses and butter for your health from ecologically clean Kostroma region [10*].

«Dream of the hostess» mayonnaise. Natural. Favorite. Caring [1*].

We agree with D.S. Sknaryov that «the epithet specificity is in many respects connected with the content of a certain degree of novelty in it, since being frequently repeated (which is characteristic of an advertising message) makes it easily lose its distinctive features, and, consequently, its value» [12]. Indeed, epithets stressing the natural origin of the product, have lost their value due to the frequent use in modern advertising.

In the early 2000s, the writers of advertising texts understood that not only the dialogical and emotional character, but also the dynamism achieved through segmentation, syntactic parallelism («Pepsodent». Healthy teeth. Strong nerves”) [10*] and consonance, often obtained by violating various speech norms and using nonliterary language (Run for «Pepsi» RN (=right now), such a chance can only be once in a life time. «Pepsi». Pager. MTV. Switch our mobile provider!) [1*] are the ways of increasing the impact on the consumer and the effectiveness of the advertisement.

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Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue № 2 (17), 2017 ISSN 2587-8093

In today's advertising texts, segmented structure and syntactic parallelism are often combined with the comparison and contrast methods:

Different coughs. The same syrup. «Stodal» [1*]. “Purina One”. More protein. Less fat [1*].

It operates from the inside. The result is obvious (advertisement of «Danone» yogurt)

[1*].

Stop dreaming - it's time to buy! (Slogan of online stores, a mobile communication operator, a construction company, etc.) [1*].

«Consonance is one of the effective ways to make it easier for the consumer to perceive the text and its elements”, notes D. Ivonina. «So, the presence of two or more consonant words in the text increases its memorability significantly» [13]. An example for the use of consonance is modern slogans:

With «Hilak Forte» the intestines feel comfortable [1*]. “Spasmalgon”. It drives away spasm and pain [1*]. “Mezim”. Any stomach feels great with it [1*]. “Iodomarin”. Iodine is necessary for life [1*].

To save, make it a habit to shop at the “Capital” pharmacy [1*]. Freshness of linen is my merit («Myth» washing powder) [1*]. “Kreon”. An expert solution of digestive problems [1*].

Advertising texts of the early 2000s often contained colloquial language:

«Red-haired Up!» A funny fruit mix... Genuine fireworks of yummy [1*]. We can easily find fault, we take “Nesquik” with us [1*].

How much should I weigh? Tell me precisely, how much should I weigh in grams («Beeline GSM») [1*].

Well, good girls! Ah? It's a shock. «Shock» is our way [1*].

It seemed to the novice copywriters that the aimless and inept use of speech errors as a stylistic device is an effective means of influencing the consumer. Meanwhile, §1 of Art. 3 «Fields of use of the official language of the Russian Federation» of the Federal Law No. 53FZ of 01.06.2005 (amended on 05.05.2014) «On the official language of the Russian Federation» states that «the official language of the Russian Federation is subject to mandatory use in advertising» [14]. The use of vernacular in modern advertising texts was replaced by deliberate alogism:

We are the production of leaflets (OOO “Mosprint”) [1*]. Milk is twice as delicious, if it is «Milky Way» [1*]. “Heinz”. Many delights. Only one ketchup [1*].

“Remit”. Because it's delicious [1*]. “Cherkizovo”. No other way [1*].

Alogism as a stylistic device, based on a logically inexplicable train of thought, is also used in the popular IKEA promotional video: «I disbelieve». – «Can you disbelieve faster? I want to disbelieve, too» [1*]. The negation used in the conversation of two participants of a bargain sale was successfully applied and, despite the cautious attitude of creators of advertising texts and psychologists towards the particle ‘not’, here it makes the text ironic and creates a comic effect. In our opinion, the successful use of negative constructions can also be found in

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Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue № 2 (17), 2017 ISSN 2587-8093

the texts of the early 2000s. For example: «Siberian Crown» beer. Beer which can satisfy the most demanding taste. «No, gentlemen, forgive me generously, the quality is not of my manufactory» [1*].

Another striking trend of advertising texts at the turn of the XX-XIX centuries was the use of different types of repetitions: morphemic (priceLESS, exampleLESS, matchLESS, passionLESS ... LESS provider fees (New tariff «LESS» «Beeline GSM») [1*] (in this example the graphic capitalization according to the principle of focusing on the advertised service is also implemented), morphological (Cleanliness is purely «Tide») [1*], lexical and syntactic:

It’s boiling hot. It’s boiling hot. The boiled sun of big cities («Pepsi») [1*].

The Moscow Cellular Company. Always together. Always near [1*].

We learned from birds. We learned from trees. We learned from the snow. We learned from women. Without adding anything from ourselves, we simply applied our knowledge.

This milk carefully preserves what nature has endowed it with. «Tetra Pak». Рreserving the best [1*].

Let's pay attention to the remarkable stylistic device used in the last example: the use of the participle as an independent syntactic structure having a clarifying meaning.

Repetition of a speech element within a short sentence enhances the emotional impact on the consumer. «At the same time, the use of this method requires special attention from the author», notes E.A. Matveyev, - a small amount involves the rational use of linguistic means» [15, p. 145]. Here is an example of an advertisement of the early 2000s: «I see household appliances that are created for a person. I see household appliances everyone can handle. I see household appliances that suit me. I see reasonable household appliances. I see household appliances that are as simple as their packaging. Philips. Reasonable and simple [1*]. Despite the desire for rationality and the call to make extensive use of «all the diversity of lexical and syntactic means of the Russian language in the development of advertising messages» [7, p. 144], copywriters actively use repetitions today as well:

Share the care. Share «Nivea» [1*].

“Septolete Total”. Your throat is your strength [1*].

Sports. Sport. Sport. «Demix». In «Sportmaster» stores [1*].

Undoubtedly, repetitions persuade, inspire, reinforce the expressiveness of speech, make it more convincing, but copywriters should remember that an advertising text will be more effective if its creator does not concentrate on one stylistic device, experiments and goes beyond the bounds of a standard array, avoids stereotypes and speech monotony. Otherwise, such advertising looks intrusive and primitive.

Conclusion. The conducted comparative linguistic analysis of advertising texts of the early 2000s and the present day allowed to find out that despite the rapid development of the advertising industry over the past seventeen years, the unusually enhanced visual, virtual, communicative range of tools of advertising specialists, the linguistic tools remained at the same level: the same stylistic devices are still used: morphemic, morphological, lexical and syntactic repetitions, sound patterns, parcelling, and syntactic parallelism. And this despite the fact that among the various requirements for contemporary creators of advertising texts there is a requirement «to find non-standard solutions for all current tasks simultaneously and to notice every, even the most insignificant detail», «the ability to solve the most complex problem» and «to be an eloquent speaker» [16].

Today, advertising is a social institution, "a powerful sector of the economy" depends on "formation and development of market economy in modern society" [17, p. 130]. A lot of money is being spent on advertising: visual effects, TV stars, air time, placement in a periodical,

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Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue № 2 (17), 2017 ISSN 2587-8093

volume of the advertisement. Much less customers and creators of modern advertising are thinking about the linguistic component, they act in ways that do not already work: they focus consumer’s attention on the low cost of the product, its availability and benefits (though now everything is available, and the person is able to independently calculate their benefits), praise the goods or services as the best, unique, and exceptional (the modern consumer is able to easily compare and contrast). The language inventory of advertising strategies has not changed, epithets are trite, words and phrases are repeated from advertising to advertising, and this is a serious reason to think about the possible trends in the future advertising development.

Bibliographic list

1.Kardopol'ceva E. Kakoj byla izhevskaja reklama 15 let nazad? // gazeta «Centr» №3. 16.01.14.

2.Balahonskaya L.V., Bykov I.A. Specifika PR-tekstov v seti internet: kommunikativnopragmaticheskij aspekt / L.V. Balahonskaya, I.A. Bykov // Nauchnyj vestnik Voronezh.gos. arh.-stroit. un-ta. Sovremennye lingvisticheskie i metodiko-didakticheskie issledovaniya. – 2014. – vyp. 2(22). – S. 41-59.

3.Samohvalova M. Bol'shinstvo rossijan razdrazhaet reklama na televidenii // ga-zeta Izvestija. 23.04.2014, URL: http://izvestia.ru/news/574198#ixzz38GnDLAqh (vremja obrashhenija - 03.02.17).

4.«Nas vozvyshajushhij obman...» Narushenija jetiki v reklame, URL: http://klaus- group.ucoz.ua/publ/nas_vozvyshajushhij_obman_narushenija_ehtiki_v_reklame/1-1-0-10 (vremja obrashhenija - 23.01.17).

5.Federal'nyj zakon «O reklame» ot 13.03.2006 N 38-FZ (red. ot 05.12.2016) // «Konsul'tant Pljus» - zakonodatel'stvo RF: kodeksy, zakony, ukazy, postanovlenija pra-vitel'stva RF, normativnye akty. 1997-2017, URL: http:/ /www. consultant.ru /document /cons_doc _LAW_ 58968/f67f81c57fdcdacc2643d19d59369f7e185e1156/ (vremja obrashhenija - 25.01.17).

6.Ogilvi D. Tajny reklamnogo dvora: sovety starogo reklamista. M.: Associacija rabotnikov reklamy. 2005. 61 s. – s. 18.

7.«Jel'dorado»: kachestvo po luchshej cene odobreno rossijskimi pokupateljami //

Eldorado.ru: internet-magazin bytovoj tehniki. 2006-2017, URL: http: //www .eldorado. ru/ research _center /article/detail.php?ID=409105699 (vremja obrashhenija -25.01.17).

8.Matveeva E.A. Leksicheskij povtor v reklamnom teste: osobennosti ispol'zova-nija, stilisticheskie vozmozhnosti // Omskij nauchnyj vestnik. № 3 (119). 2013, URL: http:// cyberleninka .ru/article /n/ leksicheskiy -povtor- v –reklamnom –tekste -osobennosti- ispolzovaniya-stilisticheskie -vozmozhnosti (vremja obrashhenija - 21.01.17).

9.Svojstva umnoj reklamy // Moscow FAQ. 2007-2017, URL: http://www.moscowfaq.ru/articles/it/Internet/6851 (vremja obrashhenija - 24.01.17).

10.Pavlova M. Brendy-oborotni: kogda «nemeckoe kachestvo» ne oznachaet «sdelano v Germanii» / Zhivoj Berlin. 05.10.16, URL: https://liveberlin.ru/posts/2016/10/05/brandswerwoelfe/ (vremja obrashhenija - 15.03.17).

11.Vyhrystjuk M., Romanova M. Jazykovye osobennosti reklamnyh vyvesok // Pro-ekt «Infourok». 2012-2017, URL: https:// infourok.ru /yazykovye _osobennosti _reklamnyh _vyvesok__ k_voprosu_o_yazyke_reklamy-161511.htm (vremja obrashhenija - 18.01.17).

12.Jepitet kak sredstvo sozdanie obraza tovara v reklamnom diskurse // Jelektron-nyj nauchnyj zhurnal. Rossijskaja akademija estestvoznanija. 2006-2017, URL: https://scienceeducation.ru/ru/article/view?id=18108 (vremja obrashhenija - 19.01.17).

13.Ivonina D. Kak nas zastavljajut pokupat'? (Jazyk telereklamy), URL: http:// nsportal.ru/ ap/library/drugoe/2014/06/10/kak-nas-zastavlyayut-pokupat-yazyk-telereklamy (vremja obrashhenija - 18.01.17).

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14.Federal'nyj zakon «O gosudarstvennom jazyke Rossijskoj Federacii» ot 01.06.2005 N

53-FZ // «Konsul'tant Pljus» - zakonodatel'stvo RF: kodeksy, zakony, uka-zy, postanovlenija pravitel'stva RF, normativnye akty. 1997-2017, URL: http:// www. consultant.ru/ document/ cons_ doc_LAW_53749/ (vremja obrashhenija - 25.01.17).

15.Kurganova E.B. Igrovoj aspekt v sovremennom reklamnom tekste // Uchebnoe posobie. 2004, URL: http://textb.net/57/17.html (vremja obrashhenija - 23.01.17).

16.Chto dolzhen umet' specialist po reklame. 10 vazhnyh navykov sovremennogo reklamshhika // Flyladyclub – Zhenskij zhurnal. 2017, URL: http://www.flyladyclub.ru/chto- dolzhen-umet-spetsialist-po-reklame/ (vremja obrashhenija - 28.01.17).

17.Syrkina A.N., Pryahina A.V. Social'nye i mezhkul'turnye aspekty reklamnoj kommunikacii / A.N. Syrkina, A.V. Pryahina // Nauchnyj vestnik Voronezh.gos. arh.-stroit. unta. Sovremennye lingvisticheskie i metodiko-didakticheskie issledovaniya. – 2014. – vyp. 2(22). – S. 130-138.

Analyzed sources

1*. Youtube.com. Viodehosting, URL: https://www.youtube.com (vremja obrashhenija - 19.01.17-25.03.17.).

2*. OPEL ASTRA H – nemeckoe kachestvo po dostupnoj cene (reklama avtomobilja), URL: http:// vvm-auto.ru/opel/128-opel-astra-h-nemetskoe-kachestvo-po-dostupnoj-tsene (vremja obrashhenija - 03.03.17).

3*. Hormann - nemeckoe kachestvo po dostupnoj cene!!! (reklama sekcionnyh garazhnyh vorot), URL : http://tehnobest-u.ru/home/khermann/ (vremja obrashhenija - 03.03.17).

4*. Linshof i8: nemeckoe kachestvo po dostupnoj cene. (reklama Android-smartfona), URL: http://4 pda.ru/2014/11/26/187767 (vremja obrashhenija - 05.03.17).

catalog/ uborochnaya -tehnika/shop-vac?sort=name (vremja obrashhenija - 05.03.17).

9*. SOTECO TORNADO 503 2ST TC SP13D Inox, URL: https: //www .texuborka .ru/ blog /83/ (vremja obrashhenija - 04.03.17).

10*. Kompanija «Syrnaja golova». Natural'nye syry i slivochnye masla dlja Vashego zdorov'ja iz jekologicheski chistogo Kostromskogo kraja, URL: http://cheese-head.ru / naturalnyy –syr / (vremja obrashhenija - 03.03.17).

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Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue № 2 (17), 2017 ISSN 2587-8093

UDC 1:801.73

THE LIGHT AND FIRE METAPHORS AS THE REPRESENTATIONS OF THE CONCEPTS "SPIRIT", "LANGUAGE", "THOUGHT" IN THE PHILOSOPHY OF W.

VON HUMBOLDT.

Fomina Z.Ye., O.V. Zhujkova

_________________________________________________________________________

Voronezh State Technical University,

Doctor of Philology, Professor, Head of the Foreign Languages Department Zinaida Yevgenjevna Fomina

e-mail: FominaSinaida@gmail.com

Voronezh State Technical University, Postgraduate student,

Oxana Vladislavovna Zhujkova e-mail: oxanazhujkova@mail.ru

________________________________________________________________________

Statement of the problem. The study of metaphors in the philosophical discourse, in particular, in the philosophical language picture of the world of W. von Humboldt, is currently under development. The article seeks to explore the light and fire metaphors as ways of the linguistic objectification of the dominant concepts in the Humboldt’s work "On the kawi language on the Java island" (Preface).

Results. By the formation of light and piromorphic metaphors, which serve the purpose of verbal explication the concepts Spirit, Language, Thought, Humboldt uses the tokens of the light and the fire and their derivatives. The crucial importance have substantive and verbal lexemes. The relevant metaphors for the Humboldt’s philosophy are the phostical metaphors (metaphors with the episteme light-Licht), the piromorphical metaphors presented by episteme spark- Funke, flame - Flamme, burning - fortflammen, etc. The cognitive basis of metaphoric models of the light and fire form the physical categories of light and darkness, fire and darkness, light and warm, light and respiration, etc. The specific features that integrate all of the key abstract entities in the Humboldt’s philosophy into a single continuum, are the light characteristics and the ontological properties of fire. In the case of the cognitive strategies that allows the philosopher to create a metaphorical (light and piromorphical) Gestalt of the key concepts, identified: the strategy of being, the locus, visualization, space, time, accumulation, diversification etc. The interpretation of the concepts spirit, language, thought as the light entities explains with the influence of romanticism and the Enlightenment, and the influence of the Kant’s ideas.

Conclusions. The light metaphor in the philosophical discourse of Humboldt verbalizes in most cases, the concept "Spirit" (67%), "Language" (20%), "Thought"(13%). On the basis of a metaphorical mapping of the spirit with the light and its imagery embodiment the scientist proves the importance, the omnipresence, and the comprehensive nature of the human spirit. As the light illuminates the world around us, so the spirit permeates all human existence, it is the basis of the mental and the linguistic activities of the man. The spirit has an impact on the thought and on the language, subordinating and integrating them with its power in strong union of language and thought.

Key words: Humboldt, light metaphor, cognitive metaphor, conceptual metaphor, lexical-and-semantic field of light, spirit, language, thought, features, strategies, metaphorical models, gestalts.

_________________________________________________________________________

Introduction. The problem of defining the metaphor’s nature and its role in the language has always been the center of attention of foreign and domestic linguists (E. McCormack 1990, N. D. Arutyunova, 1999; John. Lakoff 2004 etc.). In modern linguistics it distinguishes the conceptual and the cognitive metaphor. John Lakoff understands the conceptual metaphor as one of the basic mental operations, as a way of cognition, structuring and explanation of the world around us. Conceptual metaphors have the ability to create a new future [1].

_________________________________

© Fomina Z.Ye., Zhujkova O.V., 2017

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Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue № 2 (17), 2017 ISSN 2587-8093

The conceptual metaphor, as stressed N. D. Arutyunova, is a functional type of language metaphor and serves to create the new values [2]. According to V. A. Maslova, the term "conceptual metaphor" is used in connection with the terms conceptualization and concept, the second is associated with the definition cognitivism [3]. L. V. Kulchitskaya, analyzing the problem of differentiation these metaphor’s types, concludes that "conceptual metaphor is a projection between conceptual fields (level conceptual thinking), and cognitive metaphor [ ... ] is the mechanism of activation of the neural connections (the level of neurophysiological functioning of the brain" [4]. In our study, we use the notion "conceptual metaphor" in the aspect of its interpretation of John Lakоff and we see it as "a way of thinking about the world translated into a verbal form" [1].

There are a great number of various types of metaphors that serve as the means of objectification certain concept’s types. Among these are the metaphors of light and fire, which cognitive basis is the physical categories of light and fire as one of the universe elements. The phenomena of LIGHT and FIRE, ontologically related to each other, attracted the attention of researchers since ancient times. So, the metaphors of light and fire were used in ancient Greek philosophy. According to the beliefs of Plato: "knowledge of real being is the ability to watch in bright lights those things the shadows of which people have seen before" [5].

The modern researchers also refer to the study of light and piromorphucal metaphors. So the American scientist Michael Osborne [6] explores the archetypal metaphors "light-darkness" in the rhetorical discourse, determining the performance of these metaphors. The focus of attention of Kutsubina E. V. is the light metaphor in the Spanish, the universality of which is noted in the different spiritual cultures [7].

According to our research the philosophical discourse of Humboldt has a high metaphorical degree that were to considered in our articles [8], [9], [10]. For the language philosophy of the scientist is typical the light and fire metaphor, occupying the third place of the use frequency (physiological – 24, vegetative - 17, light/fire - 15 ).

In the present article the light/fire metaphors are analyzed as a means of language categorization the basic concepts "Spirit", "Language", "Thought" in the philosophical discourse of W. von Humboldt. The purpose of this work is to determine the degree of participation of light and piromorphical metaphors in the verbal explication of named concepts based on the study of LSF light/fire, to select the types and subtypes of light and piromorphical metaphors to establish the dominant metaphorical models underlying the Gestalt of the analyzing abstract entities, to define the distinctive features of the desired phenomena considered in the conceptual fields of light and fire, to highlight the cognitive strategies that underlie the interpretation of the analyzed concepts like the light entities, to identify and to explain the reasons for the metaphorical representation the source constructs in terms of the light and fire categories.

Under Gestalt means "an ordered ... complex mental structure; a complete image, including sensory and rational elements, as well as dynamic and static aspects of the object/ phenomenon" [11].

Methodology. In the present article the object of the study is the light and piromorphical metaphors, objective the basic concepts "Spirit", "Language", "Thought" in the philosophical discourse of W. von Humboldt. The subject of the study is the verbalization peculiarities of the basic concepts "Spirit", "Language", "Thought" in terms of the specifics their metaphorization through the cognitive metaphors of light and fire.

The study of the verbalization of the basic cognitive concepts through the light and fire metaphors in the Humboldt’s philosophical discourse is carried out on the material of his main work " On Language. On the Diversity of Human Language Construction and Its Influence on the Mental Development of the Human Species (Über die Verschiedenheit des menschlichen

Sprachbaues und ihren Einfluss auf die geistige Entwicklung des Menschengeschlechts", 1836) [1*:2*].

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By the analysis we used methods of observation, contextual and semantic-cognitive analysis of the light and fire metaphors.

Results. As the results of our study, through metaphors of the light and the fire Humboldt represents the abstract concepts (Spirit, Language, Thought). In accordance with the John Lakoff proposed conception of metaphors and approaches to its study we have found that the source-sphere of the light metaphors is: Licht [light] (6), and as the source-sphere by piromorphical metaphors forming are concepts: Funke [spark] (5), Flamme [flame] (4). The "target" of the metaphorical transfer form the following dominant concepts: Geist [Spirit] (10), Sprache [Language](3), Gedanke [Thought] (2), etc.

On the basis of the lexical-semantic analysis of the key tokens of the light and fire, involved in the formation of the light and piromorphical metaphors objectifying the concepts "Spirit", "Language", "Thought", we have selected a lexical-semantic field of the light and fire, which includes: licht / lichtvoll/ leuchtende/ Erleuchtung/ Flamme/ aufflammen/ fortflammenden/ Funke/ Götterfunke etc.

In the this study, followed by A. V. Bondarko (1984), a lexical-semantic field, considered as a model to be "associated with the conventional idea of a space in which is planned the configuration of the central and peripheral components of the field, the zones of intersection with other fields are underlined" [12].

It is important to note that the lexems light and fire (in terms of their categorical belonging and morphological structure) are included in the LSF light and fire, they are explicated primarily by nouns (10 units) and verbs (4 items) in the participle I form. This indicates the dominant role of the noun and verb lexemes in the linguistic categorization of the light/fire in the philosophical discourse of Humboldt. The number of adjectives, involved in the formation of light and piromorphical metaphors, is only a small part (5). The priority of nouns in the verbal representation of the light and fire due to their basic ontological property to reflect the complex abstract entities. The verbs of light and fire represent the process of the light/fire generation and the diversity of manifestations, occurring at the moment that allows to reflect the first communion: leuchtend (shining), aufglimmend (glimmering (begins to glimmer)), fortflammend (burning (continuing to burn), etc.

So, in a quantitative ratio among the lexemes that constitute the LSF light/fire in General, nouns are dominated – 67%; phrases – 20%; participles- 8%; adjectives – 6 %.

The lexems light/fire used as the components of the light and piromorphical metaphors and being parts of the lexico-semantic field "Light"/"Fire", occupy the different segments in the same field model. So,

• the core of the LSF light/fire represent lexemes with the root l i c h t - (Licht, llichtvoll),

F l a m m e (Funke→Götterfunke; Flamme →Aufflammen, etc.).

The structure of the core and the periphery is built on the cognitive-gnoseological principle: genus – kind. The core of the LSF light/fire is explicated by the dominant archetypal concept Licht, near and far periphery reflect such kind’s representatives of the light archetype as

Funke, Flamme, etc.

According to our observations, the light and piromorphical metaphors are used by Humboldt to conceptualize the basic mental entities, this can be differentiate on cognitive grounds of their internal forms and are of a great variety. The light and piromorphical metaphors are classified according to the criterion defining their inner form episteme acting as their semanticcognitive determinants:

1)light metaphors with the episteme "Licht": fostical type of the light metaphor (from the

Greek. φως (phōs) - light) [1*];

2)piromorphical metaphors with the episteme "Funke": spitical subtype of the fire metaphor (from the Greek. σπίθα (spítha) - spark) ) [1*];

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Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue № 2 (17), 2017 ISSN 2587-8093

3) piromorphical metaphor with the episteme "Flamme": flogical subtype of the fire metaphor (from the Greek. φλόγα(phlóga) - flame) [1*].

In our understanding, episteme is a key word mark consisting of the metaphor that defines the ontological content of metaphor as a way of new knowledge.

In accordance with the received data relating to dominance or peripheries the participation of a particular lexemes of light and fire in shaping the cognitive metaphors of light/fire as the verbal explication of the basic concepts (Spirit, Language, Thought), we analyze these concepts and their specific characteristics on the basis of their relationship with their objectivism different types of light and piromorphical metaphors:

1)Concepts, that are objectified by the light metaphors with the episteme "LICHT" ("Light") (fostical metaphors);

2)Concepts, that are objectified by the piromorphical metaphors with the episteme "FUNKE" ("Spark") (spitical metaphors);

3)Concepts, that are objectified by the piromorphical metaphors with the episteme "FLAMME" ("Flame") (flogical metaphors).

Refer to the analysis the above-defined groups of concepts.

1. The relevant characteristics of the basic concepts in the work of W. von Humboldt, "On the kawi language on the Java island",that are categorized by the light metaphors with episteme "LICHT" ("Light")

So, as already it was noted, the most productive in terms of the forming light-metaphors, verbalizing the concepts "Spirit", "Language", "Thought" in the Humboldt’s philosophical picture of the world, is the lexeme LICHT ("LIGHT").

It’s noted that the definition of the ontological essence of the phenomenon "LICHT"

("LIGHT"), represented by the searched lexeme is not unambiguous. So Goethe in his famous treatise "The theory of color" ("Zur Farbenlehre") refutes the Newton’s theory of light, criticizing the failure of the scientist’s empirical observations. In his theory of color Goethe focuses on the opposition "Light – darkness": "We found the original huge contrast of light and darkness, which can be put into words light and not-light; we were trying to link both ends and to build thus the visible world of light, shadow and colour..." [13]. J.V. von Goethe paid great attention to the problem of the light. He saw the light from a physical point of view, conducting optical experiments and referring to the theories of such scientists as Aristotle, Galileo, Descartes, and others.

According to our observations, the phenomenon light as the dominant verbal representative of the composition of the light metaphors, objectified the intellectual-gnoseological concepts in the philosophy of Humboldt, is correlated mainly with the phenomenon "SPIRIT", the concepts "Idea" and "Language". The light metaphor can explicate most important from the

Humboldt’s point of view, the existential features of the SPIRIT. So, the statement of Humboldt, below, reflects the educational FUNCTION of the SPIRIT that is represented in the following m e t a p h o r i c a l m o d e l o f t h e p h e n o m e n o n " S p i r i t " :

S P I R I T ( S P I R I T U A L P O W E R ) I S L I G H T .

Je kräftiger und heller die nach ihren Gesetzen und Anschauungsformen selbstthätig wirkende Geisteskraft ihr L i c h t in diese Welt der Vorzeit und Zukunft a u s g i e s s t , mit welcher der Mensch sein augenblickliches Dasein umgiebt, desto reiner und mannigfaltiger zugleich gestaltet sich die Masse[1*, S.16]. - The more strongly and brightly does the spiritual power, working independently by its own laws and forms of intuition, p o u r o u t its l i g h t into this world of the past and future, with which man surrounds his exist-

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