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Metaphors in Business German

Author

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  • Věra Höppnerová

Abstract

Metaphors play an important role not only in the literature or in colloquial speech, but also in language for specific purposes, business language in this case. They have a terminology-creating and stylistic function, especially in business newspapers. On the other hand, they have a pragmatic function in political rhetoric: they should disguise the facts and influence the recipients of information. There are favoured areas in business language, from which the majority of metaphors come, and favoured imagery. The issue of how much German and Czech metaphors in the business language differ from each other is being investigated.

Suggested Citation

  • Věra Höppnerová, 2009. "Metaphors in Business German," Acta Oeconomica Pragensia, University of Economics, Prague, vol. 2009(6), pages 81-86.
  • Handle: RePEc:prg:jnlaop:v:2009:y:2009:i:6:id:290:p:81-86
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    More about this item

    Keywords

    metaphors; business language; favoured imagery; their functions;

    JEL classification:

    • Z19 - Other Special Topics - - Cultural Economics - - - Other

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