METAPHORICAL MODEL «BUSINESS IN WAR» IN THE ENGLISH IMAGING CORPORATE DISCOURSE
Journal Title: Наукові записки Національного університету "Острозька академія" Серія "Філологія" - Year 2016, Vol 63, Issue 63
Abstract
The article focuses on the analysis of the metaphorical model «Business is war» as a means of company’s image formation in modern English imaging corporate discourse. The research is based on the texts of English press releases of international cosmetic companies, such as Avon, Elizabeth Arden and Estee Lauder Companies. One of the most effective means of image development is a conceptual metaphor, the study of which in various discourse types is a promising trend of modern cognitive linguistics. According to the theory of conceptual metaphor, this notion is dened as understanding one idea in terms of another. The term «metaphorical model» is used for designating a group of conceptual metaphors united by one source domain. Our research is based on the methodology of metaphorical model analysis developed by A. P. Chudinov which consists in the description of its frame-slot structure. The analysis results in singling out one of the major metaphorical models within the English imaging corporate discourse – «Business is war». Military metaphors, which represent the conceptual vector of struggle, play an important role in the process of corporate image construction. The overall activity in the sphere of business is seen as a ruthless struggle for a good reputation, reliable partners and loyal customers, aimed at enhancing competitiveness, achieving strategic goals and increasing prots. A large number of military metaphors in corporate press releases proves that cosmetic companies try to convince the target audience in the ability to ght for their health, beauty and well-being.
Authors and Affiliations
О. В. Іванців
Keywords
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