Abstract
Advertisements and advertising slogans are around us all the time. There is not a day when we would not come across at least one advertisement that would not be accompanied by a slogan. Current research paper focuses on analyzing metaphtonymy in Burger King advertising slogan: “Taste is king”. Step metaphtonymy analysis is applied in order to study pragmatic, syntagmatic and paradigmatic relations. Association experiment is carried out to increase availability of the results and to identify the peculiarity of consumer consciousness. The results of the research demonstrate that most associations connected with the lexeme “king” have positive reactions.
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