The nature of the contemporary technical text has been changing. Traditional conventions of technical text production are not strictly observed, and the boundaries between styles and genres are becoming blurred. The tendencies in the development of technical text have caused changes in the development of technical vocabulary, initiating the on-going process of metaphorization and an extension of meaning of the existing and newly created terms.The present article mainly aims at the analysis of the tendency for metaphorization of technical terms and at the elaboration of the classification of the colour-based metaphorical terms. The pattern of the colour-based term creation is frequently applied to denote the emerging concepts. The complicated mechanisms underlying the processes of meaning formation, extension or compression are illustrated in the article considering the colour-based ESP terms in English and their possible translation into Latvian.
The tendency to create messages using the elements belonging to different semiotic systems shifts our perception of a communicative act, contributing to the establishment of multimodal and intersemiotic communication practice.
A visual metaphor is seen as one of the instances of a multimodal and intersemiotic message, which generates a text that is revealed gradually, uncovering numerous layers of meaning encoded within a metaphor and within visual, linguistic, and spatial settings it is placed in.
The paper sets out to explore the notion of a visual metaphor and focuses on the application of the visual metaphor ‘global warming’ on posters created for the needs of public awareness campaigns, investigating simultaneous manifestation of iconic and metaphorical mappings in the given visual metaphor.
The present paper is only a small part of the investigation we have performed into the evolution of how the meaning of colour is represented in contemporary LSP texts. The English language is undergoing a process of change characterized by a tendency towards the extension of the meaning of lexical units. This tendency can be observed in the semantic field of colour, which is a significant component of the cognitive models that enable both an understanding and representation of reality.Having studied multiple sources and analyzed numerous examples illustrating the historical evolution of this phenomenon, we aim to demonstrate both the complex, multifaceted nature of colour terms and their possible application in the designation of concepts and the formation of new terms. Within the scope of this paper, we have investigated the mechanisms of how contemporary colour-based terms are formed with the additional aim of broadening the perception of colour term applications.
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