Acta Oeconomica Pragensia 2009, 17(6):81-86 | DOI: 10.18267/j.aop.290

Metaphors in Business German

Věra Höppnerová
Vysoká škola ekonomická v Praze, Fakulta mezinárodních vztahů (hopp@vse.cz).

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.

Keywords: business language, metaphors, their functions, favoured imagery
JEL classification: Z19

Published: October 1, 2009  Show citation

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Höppnerová, V. (2009). Metaphors in Business German. Acta Oeconomica Pragensia, 17(6), 81-86. doi: 10.18267/j.aop.290
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