D. U. Ashurova m. R. Galieva cognitive linguistics

Word is regarded as a human being who has positive or negative charactristics, words are associated with person’s emotional condition:
Words so innocent and powerless as they are, as standing in a dictionary, how potent for good and evil they become in the hands of one who knows how to combine them (N. Hawthorne); Immodest words admit of no defense, for want of decency is want of sense (W.Dillon); Good words do more than hard speeches (R. Leighton); Gentle words, quiet words, are after all, the most powerful words. They are more convincing, more compelling, more prevailing (W. Gladden);


Words can be associated with the human’s physical characteristics; it can be alive or dead, it can suffer or enjoy
Words are alive, cut them and they bleed (R.W.Emerson); Words are freeborn ….. they have the same right to dance and sing as the dewdrops have to sparkle and the stars to shine (A. Coles);
A word is dead, when it is said, some say,
I say, it just begins to live that day (E. Dickenson);
Words strain //Crack and sometimes break, under the burden,
Under the tension, slip, slide, perish (T.S. Eliot);
It should be stressed that though the above mentioned examples form conceptual metaphor representing the image-bearing constituent of the concept, it at the same time expresses evaluation both positive and negative. The evaluative component of the concept “Word” is represented by a number of conceptual features that expresses both positive and negative evaluation. Let’s analyse these features in detail:
Positive evaluation

• 
  “Word” is a means of keeping humankind’s history for the future generation
  

Words when written crystallize the history, their very structure gives permanence to the unchangeable past ( F. Bacon); Words are the only things that last forever (W. Hazlitt);
Colours fade, temples crumble, //Empires fall,
But wise words endure (E. Thorndike);

• 
  “Word” is the most precious gift given to the mankind
  

Words are all we have (S. Beckett); The word is the name of the divine world (N. Mailer);
I sometimes hold it half a sin//To put in words the grief I feel;
For words, like Nature, half reveal//And half conceal the Soul within (A.Tennyson);

• 
  “Word” is the only tool of verbal presentation of people’s thoughts
  

Thoughts in the mind may come forth gold and dross,
When coined in words, we know it’s real worth (Edward Young);
But words are things, and a small drop of ink,
Falling like dew, upon a thought, produces
That which makes thousands, perhaps millions, think (G.G. Byron);

• 
  “Words” as indicators of the human’s mind and intelligence
  

Words represent your intellect (P. Fripp); When we deal with words, we deal with mind (Ayne Rand); Words are wise men's counters, they do but reckon by them: but they are the money of fools (T.Hobbes); Words ought to be a little wild for they are the assault of thoughts on the unthinking (J.M. Keynes);

• 
  “Good word”s are valuable and have a positive influence on the people
  

Kind words can be short and easy to speak, but their echoes are truly endless (Mother Theresa); Kind words are benedictions. They are not only instruments of power, but of benevolence and courtesy; blessing both to the speaker and hearer of them (F. Saunders); Fair words gladden so many a heart (H. W. Longfellow); Good words do more than hard speeches (R. Leighton).