LEXICAL METHODS OF IMPLEMENTATION OF THE EVALUATION CATEGORIES IN THE GERMAN NEWSPAPER DISCOURSE

Abstract

Te article is focused on the most effective lexical ways that serve to create evaluation in the news and comments of the electronic German press. Pragmatic adequacy, which is determined by the interaction of the evaluation component and content, specifes the requirement for the effectiveness and efciency of communication between the recipient and the target audience. Te article describes the examples of metaphors expressing implicit evaluation in the texts of publicistic discourse. Conceptual metaphor is effectively used in newspapers with pragmatic purposes, aiming at transforming the worldview of the addressee. Vivid images created by evaluative metaphors exert a psychological affect on the mind; impose a distorted idea of reality, not coinciding with the one of the recipient, which ultimately leads to the information perceived at a desired angle. Te article analyzes the metaphorical meanings of military, medical and theatrical terms, emphasizes their ability to express the implicit evaluative judgments of the addressee and influence public opinion. Successful political metaphor has argumentative and heuristic potential; it forms the attitude to reality in question.