Proceedings of young scientists and specialists of the Samara UniversityProceedings of young scientists and specialists of the Samara University2782-2982Samara National Research University9339Research ArticleThe role of metonymy in reflecting the specificity of goods of various categories (on the example of advertising cars)GajnutdinovaAlina Azatovna<p>graduate student of the Faculty of Philology and Journalism of the Samara University</p>gajnutdinova.alina@yandex.ruSamara University191220202 (17)2662710109202101092021Copyright © 1970, Proceedings of young scientists and specialists of the Samara University1970<p>The author of the article aims to determine the role of metonymic hyphenation in the reflection of one of the most important marketing parameters - product category. The analysis is carried out on the basis of advertising slogans of the Automobile category. The ways of representing information on a product category using various metonymic models are identified: indirect indication, highlighting key features, mentioning the brand name, known as a representative of the product category. It is noted that each of these methods is characterized by one or more types of metonymic transfer, the main ones are the quality of the goods goods, brand name goods. These are types that are specific for advertising and one of the most frequent, which indicates the nonrandomness of their use in creating advertising slogans and reflecting marketing parameters.</p>метонимический переноскогнитивный механизмрекламный слоганмаркетинговый параметртоварная категорияmetonymic transfercognitive mechanismadvertising sloganmarketing parameterproduct category