Valuation Сomponent of Metaphor UP vs. DOWN in German Political Cartoon

In German political cartoon the metaphor UP vs. DOWN introduces oppositions GOOD BAD, MORE LESS, UNREALIZABLE PRACTICABLE. The paper describes their valuation components accenting positive or negative sign of and its base in lexicon language personality. Complex nature cartoons, which are polycode texts, appeal to personality allow application cognitive linguistics methods traditional linguistics. demonstrates that cartoons different realizations this visualized by levels: earth surface, above it, below it. Certain signs fixed gravitate towards IS - BAD based on human idea levels structure world, is a specific model reflected phraseology, inner form words, word combinations. Deviation from takes place realization opposition PRACTICABLE DOWN, everyday pragmatism phraseology. case cartoonist creates special supports for addressee achieve correct understanding his message. Distribution LESS determined employed grade, used play with influence addressees opinion. Forming oppositions, bases ideas This feature characterizes all cartoons.