Metaphorical and metonymical representation of the concept Market in the English investment discourse

The article is devoted to the study of the metaphorical and metonymic representation of the concept «Market» in the English investment discourse. Unlike many works that analyse the concept of «Market» in an economic way in economic discourse, the present study focuses on the study of this concept in the financial sense, which has not previously been the subject of a special analysis. The aim of the study is to identify metaphorical and metonymic models of conceptualization of the concept of «Market» and their interaction, expressed in the phenomenon of metaphthonymy. The material of the study was represented by 232 metonymic and metaphorical contexts extracted from English monographic sources devoted to various aspects of investing. Using the methods of conceptual analysis and the method of metaphorical and metonymic modelling, the source domains for the target domains «Market» were identified and the corresponding metaphorical and metonymic models were analysed. The analysis showed that the interaction of metonymy and metaphor in the representation of the concept under study is expressed in the metaphtonymic model «MARKET IS A SUBJECT OF INVESTMENT RELATIONS», based on the metonymic transfer «THE WHOLE FOR A PART». A purely metaphorical conceptualization is expressed in four major metaphorical models: anthropomorphic, nature-morphic, zoomorphic metaphors and the metaphor of sports and games. The identified metaphorical models conceptualize a complex abstract phenomenon of the market mechanism as a phenomenon of human environment, endowed with specific positive and negative features, which is intended to demonstrate both the attractiveness of the financial market for the investor and the dangers that await him in the course of investment activities. The largest metaphorical and metaphtonymic model is an anthropomorphic model that creates a complex image of the market as a person with its own physical, emotional, cognitive and social characteristics.