The Essence of the act of nomination is to fix the communication of the subject and name, the phenomenon and its designation, the structures of the consciousness and its object. The act of nomination is the process of speech of thinking. Man picks the right means of nomination when forms a notion of an object or phenomenon. One of the types of secondary nomination - semantic transposition, which does not change the material appearance reinterpreted unit and leads to formation of its new value, i.e. for multiple purposes, namely, to metaphor.
This article considers metaphor as a unit of a popular discourse. Peculiarities of functioning of metaphor and explication model of metaphorisation in popular medical discourse are revealed and described.