Abstract
The article examines a language as an instrument to exercise ideological power. The research material included the publications devoted to usage of doping by the Russian sportsmen. The analysis of empirical material allows concluding that a metaphor comes out as one of the basic means to influence the addressee. Expressive lexical means and precedent phenomena serve as the means to actualize the metaphor. Quantitative data presented in the publications also have persuasive potential. The efficiency of informational attack becomes obvious afterwards and is finally manifested at the non-verbal level.
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