THE USE OF METAPHORS IN THE LANGUAGE OF MARKETING (ID:75495)

Introduction Part I. Theoretic approach to metaphor 1.1. The classical view on metaphor 1.2. Common and uncommon types of metaphor 1.3. Cognitive metaphor theory 1.4. Metaphors in science. Conceptual metaphor theory 1.5. The meaning of discourse. Peculiarities of economic discourse Part II. Practical use of metaphors in economic discourse. 2.1 Metaphors in economic texts 2.2 Sources of metaphors in the language of marketing 2.2.1 Zoosemic metaphors 2.2.2 Metaphors connected with health and medicine 2.2.3 Colour metaphors 2.2.4 Metaphors from water or liquidity 2.2.5 Metaphors from nature phenomena 2.2.6 Sport metaphors 2.2 Statistical data of analyzed articles Part III Functions of metaphor in economic discourse 3.1 Statistical analysis Conclusions Summary List of references