Cognitive metonymy and cognitive metaphor in modern advertising

The article is devoted to study of cognitive metonymy and cognitive metaphor as means of creation of modern advertising in English-language magazines. We treat advertisement as an original complicated sign that is outside the framework of the classic semiotics and becomes the object of the cognitive semiotics. Paper and magazine advertisement is a semiotic and cognitive phenomenon that allows studying the most interesting semiotic facts and cognitive metonymy and cognitive metaphor particularly. According to the results of our research, cognitive metonymy and cognitive metaphor can appear for means of informative presentation of an artifact