The following article analyzes the transfer of word meaning from the perspective of cognitive linguistics, through the role of the concept. It is emphasized that in order to know things and phenomena in existence, a person must name them, and in order to name them, he must have an idea about them. Imagination is manifested in the form of concepts, and concepts are expressed in language through words. It is shown that the concept, as a complex form of thinking, differs from intuition, perception and imagination, and reflects the connections, states and laws of objects and phenomena in objective reality in the human mind. Meaning transfer is psycholinguistically based on the function of the concept to fully express knowledge and gives rise to new semantic and grammatical phenomena. As a stylistic means, it gives rise to elation and imagery in speech, and also has its own morphological and syntactic properties.