Abstract
The article considers the functions of the system of verbal imagery’s in the creation of the scientific style of V.V. Vinogradov. The figurativeness of basic, background and metaphorical terms is described. The semantic structure of the image of the basic term «style» is analyzed, figurative paradigms of the concepts Language, Speech and Style are revealed. The article shows the relationship between scientific thinking and metaphorical style, the role of sustainable cognitive metaphors in the creation, storage and transfer of pragmatic information and the creation of a cultural and historical context.
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