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The current paper presents an overview of phonostylistic devices (alliteration, assonance, rhyme, onomatopoeia) most commonly used in slogans and taglines of the modern car industry. The advertising slogan, being limited by space and time, is viewed as an important part of any marketing campaign. In a similar manner to previous studies, this paper confirms that a slogan is an effective type of storytelling for brands. However, it differs from the tagline, which is supposed to be long lasting. In an endeavour to convey some characteristics or information about the product and make it memorable for the consumer, brand designers resort to various linguistic devices that make the advertising language effective. The analysis of commercial advertising slogans and taglines demonstrated that such phonological devices as assonance and rhyme are infrequent, while alliteration is the most productive sound technique. As for onomatopoeia, it appeared to be the rarest device in the analysed bulk of slogans and taglines. The obtained results show the capacity of these sound techniques to enhance brand image. Numerous examples provided in the paper are tailored to support this statement. Moreover, the paper addresses the issue of sound symbolism, since the interest in its manifestation in marketing is on the rise. Thus, from a phonosemantic vantage point, the most productive phonemes are sibilants, plosives and sonorants. Their recurrent character contributes to the creation of a brand image. The overall results may have significant implications for marketing teams that seek to create ear-catching and memorable slogans and taglines as well as shed light on the consumer’s psychology.

Formalization of natural language metaphors is a notorious problem in artificial intelligence and in other overlapping domains. It is semantic vagueness that makes metaphors resistant to formulaic or algorithmic descriptions. Great effort has been invested into modeling metaphors computationally but the issue remains methodologically uncertain and needs further research. This paper works on a practical solution to the problem how metaphorical meaning can be represented in a way suitable for computation. The research agenda of this paper is interdisciplinary; it brings together an algebraic heuristic-driven theory for metaphors developed in artificial intelligence and an applied theory of meaning that comes from cognitive linguistics. This agenda postpones theoretical speculation and argument and is solely solution-focused, which contributes to the value of this paper’s attempt to bridge the cognitive science disciplines whose compatibility, though declared, is seldom demonstrated in a piece of practical research. This paper works with metaphors of human emotions that are linguistically manifested in modern English discourse. Emotions by virtue of their ineffability as qualia are rich in metaphorical conceptualizations and serve the research agenda well. This paper in a meaningful way exposes and ranks designated properties of the FEAR, SADNESS, HAPPINESS, and RELAXATION/SERENITY concepts and arranges these properties into general-purpose ontologies that explicitly specify metaphorically preferred emotion conceptualizations and are good candidates for computation. In prospect, this paper will account for some theoretical aspects of the research and probe the algorithmic and repetitive nature of schemas that license metaphorical expressions in natural language.

This paper highlights a brief theoretical and methodological investigation of the most widespread specific features of Translation Studies touching the development of the discourse approach in adequate conveying of modality in translation. The category of modality is examined from the point of view of an interdisciplinary approach that combines results obtained in logic, and traditional linguistics. Modality, originating in the logical philosophical tradition, is one of the most important characteristics of the utterance. It reflects cognitive activity of a person, thus expressing the connections of the objective world. As a functional-semantic category, it contains a number of evaluative means characterizing the attitude of a statement to reality, its objective significance, and the means that characterize the attitude of a speaker to the statement, which reflects its subjective side. Further studies can help to fully attain substantial progress in the analysis of the multimodal systemic functional approach to investigating the variability of expressing the means of modality in translation which may be another step towards a fuller understanding of the nature of this still poorly investigated sphere of translation. This rather interdisciplinary analysis is anchored in Hallidayan systemic functional grammar where "a text is the product of ongoing selection in a very large network of systems – a system network". Thus, a text is analyzed from the point of view of creativity and expression of various modal meanings.