Metaphors in banking
https://doi.org/10.20310/2587-6953-2019-5-18-139-149
EDN: RYTNQM
Abstract
Contemporary theory of metaphor highlights its cognitive nature as opposed to traditional view of metaphor as rather a trope. We address the status and significance of conceptual metaphors in English banking terminology. A large-scale corpus analysis of English banking discourse (1888728 words) is conducted to determine how this trope is used. The application of a cognitive approach to a banking discourse has led to identification of metaphoric structures characterizing banking discourse. We confirm the use of terminology system corpus for (organic, mechanical, military, liquid, sports) metaphor models. We prove that banking discourse is highly metaphoric and borrows metaphors from multiple terminological domains. We establish the evolution of certain metaphors. We define the connections between concept areas of cognitive maps. We also prove that not all semes are transferred from the source to the target area, which confirms the connection at the conceptual level. Special attention is paid to the nexus of banking institution and social and political aspects of national cultures. This in turn allows to substantiate and test the theory of conceptual metaphor, and also served as means for a detailed study of conceptual metaphors as a culturally determined phenomenon in language. Given that metaphor is a dynamic cognitive mechanism, we detect diverse ways of metaphorization.
About the Author
S. Y. Spirchagov
Moscow City University
Russian Federation
Russian Federation
Svyatoslav Y. Spirchagov, Competitor, Anglistics and Intercultural Communication Department of Institute of Foreign Languages
4-1 2-y Selskokhozyaystvennyy Dr., Moscow 129226, Russian Federation
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Review
For citations:
Spirchagov S.Y. Metaphors in banking. Neophilology. 2019;5(18):139-149. (In Russ.) https://doi.org/10.20310/2587-6953-2019-5-18-139-149. EDN: RYTNQM
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