Fiorenza Fischer, Regina Göke and Franz Rainer
18Metaphor, metonymy, and euphemism in the language of economics and business
1Introduction
Tropes are a general feature of human communication and, as such, they are by definition present in all languages and all types of communication. Nevertheless, languages and genres vary substantially in their preferences for some tropes over others, the lexicalization of single instances and the conventionalization of specific sub-patterns. The purpose of the present chapter is to analyse these aspects with respect to the language of economics and business. In this area metaphor, metonymy and euphemism are particularly relevant, which is the principal ...
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