<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The article focuses on metaphorical modelling as a means of corporate image development. The research data includes an electronic corpus of 185 press releases issued by five international cosmetic companies. A methodology of analysing metaphorical models based on the consideration of the model’s frame-slot structure was applied. The study resulted in the singling out of two major metaphorical clusters within the corporate discourse of image-making – BUSINESS IS A HUMAN BEING and BUSINESS IS ART. Although these models do not embrace the whole range of sources of metaphorical expansion, they nevertheless essentially contribute to creating a relatively holistic image of a cosmetic company as a perfect organism that produces masterpieces to meet the needs and expectations of the target audience.</p></abstract>

The article focuses on metaphorical modelling as a means of corporate image development. The research data includes an electronic corpus of 185 press releases issued by five international cosmetic companies. A methodology of analysing metaphorical models based on the consideration of the model’s frame-slot structure was applied. The study resulted in the singling out of two major metaphorical clusters within the corporate discourse of image-making – BUSINESS IS A HUMAN BEING and BUSINESS IS ART. Although these models do not embrace the whole range of sources of metaphorical expansion, they nevertheless essentially contribute to creating a relatively holistic image of a cosmetic company as a perfect organism that produces masterpieces to meet the needs and expectations of the target audience.

Metaphorical modelling in the case of cosmetic companies’ image development

Ternopil Volodymyr Hnatiuk National Pedagogical University

Topics in Linguistics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Metaphorical modelling in the case of cosmetic companies\u2019 image development"}

The article focuses on metaphorical modelling as a means of corporate image development. The research data includes an electronic corpus of 185 press releases...

Metaphorical modelling in the case of cosmetic companies’ image development

Publié en ligne: 21 juin 2018

Pages: 82 - 92

DOI: https://doi.org/10.2478/topling-2018-0006

Mots clés
metaphorical model, conceptual metaphor, frame-slot structure, corporate image, corporate discourse of image-making

© 2018 Oryslava Ivantsiv, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Metaphorical modelling in the case of cosmetic companies’ image development

Publié en ligne: 21 juin 2018

Pages: 82 - 92

DOI: https://doi.org/10.2478/topling-2018-0006

Mots clésmetaphorical model, conceptual metaphor, frame-slot structure, corporate image, corporate discourse of image-making

© 2018 Oryslava Ivantsiv, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Mots clés
metaphorical model, conceptual metaphor, frame-slot structure, corporate image, corporate discourse of image-making