Sports
-
back a winner
;
2.
Health
-
make a recovery
3.
War
-
be an easy target;
4.
Games
-
pay for high stakes;
5.
Water
-
pour more cash;
6.
Gardening
-
plow the profits;
and others such as animals, ships and plants.
The use of metaphor significantly increases the pragmatic potential of the
statement, increasing the effect of influence on the consciousness of the recipients by
strengthening the exchange processes between the system of meanings and its
external environment, as well as catalyzing the synergistic processes of pragma-
semantic self-organization and the “movement” of functional links of discourse
towards the communicative goal. So here we can consider some examples:
Table № 2
Can banks be tamed by capital rules? Nobody really knows. But capital is the only
civilized option left in the regulatory tool-box If it cannot be used to protect taxpayers
from losses, or it fails to persuade the banks to reform themselves, there will be popular
pressure for more violent forms of intervention
.
Banks greatly underestimate this risk.
They are enjoying a free lunch - in the last chance saloon
[6 ].
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In order to influence the consciousness of recipients, the author uses a metaphor
at the very end of the article, the effect of which is enhanced against the background
of functional connections of intersection and causation, acting as the primary operator
of pragmatic modification, paving the way for manipulating discursive elements in
the process of evolutionary “movement” of discourse.
To sum up, the functions of metaphor presented above confirm its important role
in the structure of business discourse. Providing the semantic integrity of a separate
text and discourse as a whole, acting as a means of conceptualization and specific
interpretation of economic realities, the metaphor helps to realize the functions of
communication, influencing the recipient and regulating his behavior, indicates the
cultural identity of the participants in communication, contributes to the solution of
cognitive tasks and saturates the language of business communication with figurative
vocabulary.
Reference
1.
Sakovich S. M “Innovative technologies and teaching methods in vocational
education” [Electronic resource]. – URL: http://www.mai.ru/ events / sfiro /
articles / sec1 / sakovich.doc
2.
Subocheva A.D., Subocheva O.N. “Innovative teaching methods for
students”Scientific works (Bulletin of MATI). Issue 21 (93) – M .: MATI,
2013, p. 388-393
3.
Galperin I.R. “Essays on the style of the English language”. Ed. 2nd, rev. –
K.D Librokom, 2012. – p. 58.
4.
Lakoff D., Johnson M. “Metaphors by which we live” / D. Lakoff, M.
Johnson. – M, 2004. – P.78.
5.
Arutyunova N.D, Zhurinskaya, M.A. “Metaphor theory”. Collection: per.
from English, French, German, Spanish, Polish. language / N.D.
Arutyunova, M.A. Zhurinskaya. – M .: Progress, 1990.- P.33.
6.
Appetite Suppressant/ The Economist. – July 11th-17th 2009. P. 15
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