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The article tackles the problem of linguistic means that correlate to the cinematic art of montage. Within the research, we focus on linguistic means that make elements of narrative discourse look like a film. The author chiefly draws on Theory of Montage initially developed by N. Utilova and expanded upon by contemporary Russian linguists. The author also relies on the works of R. Richardson’s ‘Literature and film’ (1969), B. Kawin’s ‘Telling it again and again. Repetition in literature and film.’ (1972), J.L. Fe...

Within the framework of cognitive-discourse approach, the authors focus on the conceptual effects of metaphors used in commercial advertising for the sake of sales promotion. The article gives insights into the construction of pragmatically-orientated mental representations activated by metaphors as means of persuasion and entertaining the target audience. The authors chiefly draw on Text World Theory [1], [6], [7], [10], [11], [12] and Conceptual Blending Theory [5] because their heuristics can provide an adequat...