Metaphor in Business English as means of influence on target audience

Abstract

The article is devoted to the role of metaphor in Business English text books. It looks at the pragmatic potential of the named stylistic device. Particular attention is paid to the text-building features of metaphor alongside its role in new trends of scientific branches formation. The analysis of metaphor in the British press articles under review shows the ability of the device to add new content together with the emotional coloring and suggests transformations in the evaluation of the original terms. Certain recommendations may help teachers of Business English in their work.