Studies in Theoretical and Applied Linguistics
Market metaphors in English economic press: metaphor systems and their axiological load present in business discourse
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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