SOME WAYS OF ENRICHING JARGON OF ADVERTISERS (ON THE MATERIAL OF ENGLISH PROFESSIONAL JARGON IN THE GERMAN ADVERTISING MEDIA DISCOURSE)

The article deals with the main ways of developing jargon of advertisers. The author analyzes metaphor, metonymy, polysemy development, synonymous derivation, as well as telescopy and highlights metaphor as the main way. Basing on the examples from the German media discourse the author analyzes four ways of metaphorical transfer of jargon "animate - inanimate", "inanimate - animate", "animate - animate" and "inanimate - the inanimate."