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Visions and Revisions

Studies in Theoretical and Applied Linguistics

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Edited By Przemysław Łozowski and Katarzyna Stadnik

The papers reflect on «visions» and «revisions» of selected theoretical and applied linguistic issues. Methodologically, they all reflect and contribute to the polarization between form- and substance-oriented approaches that are typically identified with, respectively, structural and functional paradigms. The diversity of standpoints exemplified and the divergence of operational tools employed make the volume a representative spectrum of the on-going developments in how language is conceptualized and analyzed as both an abstract entity and as a medium of communication, language teaching and learning included. For this reason, the readers will find as much of structural considerations as of functional reflections and practical applications.
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Market metaphors in English economic press: metaphor systems and their axiological load present in business discourse

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Abstract. Modern society appears to be greatly dependent on economy. In order to describe the processes governing the market system to a wider public, economists use highly metaphorical language. Yet, little research exists in the field of linguistics on the rhetoric of economics. The aim of this paper is to examine the way in which linguistic tools such as metaphors can be used in economic papers to advance our understanding of economics. The paper is concerned with not only reviewing fundamental principles of cognitive linguistics and axiology but also identifying the conceptual metaphors that are most common in business discourse. It demonstrates that it is possible to alter the society’s perception of reality by the sole use of metaphorical expressions in economic press.

Key words: market metaphor, axiological load, mapping

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