Abstract
The article deals with the concept of hypnotic metaphor in psychiatry and linguistics and explores its application in the situation of public teaching discourse. The right-hemisphere mechanisms of perception are considered in order to detect sensory images, represented in the universal object code, since the processes of mastering the facts, which are based on similarity, adjacency, imagery, take place in the right hemisphere. The connection of mirror neurons with metaphorical thinking is assumed. The classification of metaphor types in psychotherapeutic literature is given. The article analyzes the performance of modern speaker-coaches, given as lectures, trainings, conversations and designed to effectively change the emotional mood and categorical constructs of listeners. Otherwise, listeners simply will not buy tickets for these events. It is concluded that modern lecture trainings are a kind of group psychotherapy session. Information is fed in a ‘live stream’ of right-hemisphere mechanisms involving mirror neurons. Coach rhetoric is a system of metaphors that are archetypes of consciousness and are part of the basic layer of the conceptual framework.
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