The Specifics of the Implementation of Manipulative Strategies in Multimodal Euphemistic Complexes (Based on English-Language Internet Advertising)

The article deals with the study of conceptual prerequisites for the formation of manipulative strategies in English-language online advertising of alcoholic drinks. It is revealed that in many cases, advertising posters for alcoholic beverages are linguistic and visual complexes that implement a certain euphemistic strategy of influencing the target audience. We believe that multimodal Internet posters can be viewed as a euphemistic frame constructed on the basis of a specific conceptual model that combines variable and constant elements of the frame into a single whole. At the present stage of the study, it can be argued that conceptual metonymy can be considered the leading conceptual model which in a significant number of cases is actualized both at the linguistic and graphic levels. Two-stage implementation of conceptual metonymy allows presenting the advertised product in the most favorable and attractive light, forming a euphemistic message of the entire frame