Metaphor as a cognitive accelerator: hermeneutic analysis of emotional impact in the health resort discourse of the Caucasian Mineral Waters

This article investigates the interpretive potential and expressive characteristics of metaphors within the advertising discourse of sanatoriums in the Caucasian Mineral Waters (CMW) region. The study’s relevance stems from the importance of systematizing the mechanisms by which metaphor, functioning in an environment of high competition and information overload, increases the appeal of health resort products by translating abstract concepts (health, rest) into perceptually tangible images. The purpose of the work is to identify, classify, and analyze the functional and pragmatic role of metaphorically marked texts in shaping a positive image of the resort. The material comprises an authentic bank of professional communication texts from the CMW region spanning 2020–2025 (approximately 500,000 word tokens), the analysis of which is based on a cognitive-discursive approach. Quantitative and qualitative analysis of the corpus (1845 metaphorical realizations) confirmed the dominance of three strategic classes of metaphors, each performing a specific emotional and expressive function. The authors identified and described Resource Metaphors, based on the model HEALTH – IS A VALUABLE RESOURCE/CAPITAL. The primary function of these metaphors is motivation and rationalization, which evoke a feeling of confidence (e.g., “organism reboot,” “key to longevity”). The second most frequent class in the CMW sanatorium advertising campaigns is Spatio-Figurative Metaphors, which use the domains of ARCHITECTURE, ART, and SACRED SPACE. The main function of these metaphors is to establish attractiveness and aesthetic pleasure, which foster a sense of elitism. Finally, Institutional-Personifying Metaphors, based on the model INSTITUTION – IS A PERSON/SOCIAL GROUP, are designed to build trust and a feeling of safety, thereby lowering psychological barriers. The study concludes that metaphor in this discourse acts as a powerful persuasive tool, realized through the transfer of the stable positive evaluation of the source domain onto the target domain (the sanatorium). This is achieved by activating cognitive fluency, which translates a complex product into an easily digestible, emotionally charged concept.