Abstract
Comparison is a cognitive and linguistic mechanism of secondary linguistic interpreting compare concepts within one or different conceptual and thematic areas to highlight a certain characteristic/feature. The existence of a basic comparison model indicates that comparison is a stereotypical situation that is stored in a person’s memory in the form of a frame. The purpose of this article is to describe the interpretive nature of the comparison frame through the characteristics of its elements. In language, comparison appears in a truncated form, most often without subject and predicate. To reveal the interpretative essence of comparison, it is necessary to turn to the concept SIMILARITY, which represents the cognitive basis of comparison. It includes several types: physical, structural, functional, associative. The conflict of comparison is especially evident when it is used to emphasize signs of physical perception (shape, color, size) with an additional negative evaluative value. At the linguistic level, comparison is presented in several ways: lexical, word-formative, morphological.
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