Metaphors as manipulative means in English and Italian fashion advertisements

This article deals with the stylistic and semantic analysis of metaphors used as manipulative means in English and Italian fashion advertisements. In particular, this research incorporates the consideration of two metaphor types: personification metaphor and nominal metaphor. The main objective is to analyze the use of metaphors as manipulative means in English and Italian fashion advertisements and draw a parallel between two languages. As a result of this research, it was found out that both languages have a variety of metaphors used as a way of manipulation. In turn, personification is the type of metaphor which is much more often used in advertisements due to its ability to influence.Also, an important conclusion is that each metaphor from the point of view of semantics stores a certain meaning that accounts for its manipulativeness.