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The article reviews the metaphorical representation of migration crisis and poverty in the British and German public service advertising (PSA), compares it with the representation of the two social phenomena in mass media discourse of both countries and defines the pragmatic potential of the used metaphorical models. In both types of discourse, victimization of migrants, refugees, asylum seekers and people in need takes place. Contrary to mass media discourse, in PSA the metaphorical concept ofdoi:10.31174/send-ph2019-212vii63-17 fatcat:gvfgduv3wza4lfgn57zjxebsuy