THE ROLE OF CONCEPTUAL METAPHOR IN CREATING THE IMAGE OF THE UKRAINIAN PRESIDENT IN MODERN ENGLISH MEDIA DISCOURSE

The article deals with the role of conceptual metaphor in creating the image of the President of Ukraine Petro Poroshenko in the modern English media discourse. The author describes the role of mass media in the modern world, the function of metaphor in publicistics in general and in building the image of the president in particular. Examples were singled out from the British and American periodicals and on their basis the main metaphoric models were identified («president – ruler», «president – captain of the ship», «president – intermediary») and the process of their realization was described. In this work there is also an analysis of the role of metaphor in creating the evaluativity by deducing the axiological aspect of each image built by certain metaphoric model. Taking into account all that, the collective image of the president of Ukraine Petro Poroshenko in the English press has been reconstructed. The conducted analysis allows one to come to the conclusion that metaphor is actively used in media discourse as the expressive means to make the message brighter and more informative.