MANIPULATIVE USAGE OF ECONOMIC METAPHORS IN MEDIA TEXTS

According to the theory of cognitive linguistics metaphor is not only a figure of speech (or rhetorical figure) but also a cognitive tool for learning the world and even acting in it. The economic theory is considerably based on the use of metaphors and on the peoples' ability to think figuratively (metaphorically). On the other hand, because of its cognitive power the metaphor is especially characteristic for manipulative discourses. The aim of this article is to describe the metaphorical usage of the abstract concept “budget”. Media often use metaphors and figurative language not only to amuse their audiences but also to influence the unconscious mind of the people.