Business English deals with specific lexis: acronyms, abbreviations; and other lexical features that has to be taken in consideration when reading, translating or comprehending texts and newspaper articles. The feature that we are focusing on in this paper is the use of metaphors and epithets in business related articles. The reason for this particular choice is quite simple, as basically a substantial part of all research in the field of Business English focused on the practical facet of comprehending business texts, giving all attention to specific lexis of the language. The sector for research of linguistic characteristics of Business English remained quite narrow, however stylistic devises used in business articles influence a
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However, two famous linguists George Lakoff and Mark Johnson in their work Metaphors We Live By published in 1980 introduced an entirely new approach to the idea of metaphor comprehension. The developed theory became known all over the world as the cognitive view of metaphor. According to this theory, the metaphor is defined as “a device for seeing something in terms of something else” the notions of linguistic and conceptual metaphors have been used to distinguish between text-surface metaphors and the underlying “metaphorical concepts” which partially build up our conceptual system3 . This new theory declares that metaphor performs following functions: - allows us to understand abstract things through the concrete. - is systematic and pervasive - is more than just a linguistic feature, as it structures human thoughts.
An epithet derived from Greek word ἐπίθετον – epitheton, meaning attributed, added. It is a descriptive term, word or phrase accompanying, or occurring in place of, a name, and having a common usage4 . In other words, an epithet is a word or phrase added to a noun in order to describe an actual or attributed quality. Epithets stand very close to metaphors, as they actually are the condensed versions of metaphors.
- “The outrage of legislators is a perverse mirror of the outrage that ought to be felt by constituents who were let down