Nguyen T., Perfilieva N.V. —
Orientation metaphor in Economic Discourse (based on the headlines of Russian and Vietnamese Internet publications)
// Litera. – 2022. – ¹ 5.
– P. 65 - 78.
DOI: 10.25136/2409-8698.2022.5.37846
URL: https://en.e-notabene.ru/fil/article_37846.html
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Abstract: This article is devoted to the use of orientation metaphors in economic discourse in the headlines of Vietnamese and Russian online publications. The aim of the study is to identify the main types of conceptual orientation metaphors in Russian and Vietnamese, which are based on different spatial oppositions, as well as to establish the frequency of use of these metaphors in the headlines of Internet articles on economic topics. The research material was headlines taken from leading Vietnamese and Russian online publications for 2019-2022, which contain orientation metaphors. The main research methods are component analysis, comparative analysis, conceptual analysis method and continuous sampling method. The scientific novelty of the study lies in the fact that it is the first time that orientation metaphors in the Russian and Vietnamese languages have been studied. As a result of the work, the main types of orientation metaphors in the headings of economic texts are identified: top - bottom; forward - backward; right - left; inside - out, and similarities and differences in the use of these metaphors in Russian and Vietnamese are also presented. Based on the analysis of examples, it can be concluded that the use of orientation metaphors in the headlines of Russian and Vietnamese articles on economic topics has many similarities, despite the differences in geographical location, as well as in the economic systems of the two countries.