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The Use of Metaphors and Epithets in Business Texts

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The Use of Metaphors and Epithets in Business Texts

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  • December 2011
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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 lot on readers’ comprehension of business texts. The goal of the present paper is to analyse business newspaper articles in order to find vivid and colourful epithets and metaphors. The hypothesis is that the use of colourful stylistic devises such as metaphors and epithets helps readers to comprehend complicated business texts and provides insights into specific business related lexis. Enabling objectives of the research are:

• to develop a questionnaire on how metaphors and epithets influence readers’ perception of business texts; • to read a number of articles from business newspapers; • to find epithets and metaphors used in the articles; • to analyze them within the context;

• to summarize the results.
The methods of the research used in the present paper are: quantative, qualitative, stylistic and theoretical. There are various stylistic devises that perform different functions in the written or spoken texts; however all of them influence readers’ subconsciousness on one or other level, creating colourful images and new views on the particular subject. From this traditional approach to the definition of metaphor we can conclude that metaphor expresses the unfamiliar through...