war metaphors in business: a metaphostructional analysis
;Jarosław Wiliński
anglica an international journal of english studies2017Vol. 26pp. 61-78
144
wiliski2017anglica.war
Abstract
This paper adopts the notion of metaphostruction (Wiliński 2015), the conceptual theory
of metaphor (Kӧvecses 2002) and the corpus-based method geared specifically for investigating
the interaction between target domains and the source domain lexemes that
occur in them. The method, referred to as metaphostructional analysis (Wiliński 2015),
is used to determine the degree of association between the target domain of business and
the source domain lexemes derived from military terminology. The results of the metaphostructional
analysis reveal that there are indeed war terms that demonstrate strong or
loose associations with the target domain of business, and that these instantiate different
metaphorical mappings.