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This paper approaches the topic of conceptual metaphor and political communication from a textual-linguistic, semantic, cognitive-linguistic and argumentative perspective. The manner of implementation of conceptual metaphors in the analysed sample is in direct relationship to the text form of Borčić, N., Kanižaj, I., Kršul, S.: Conceptual Metaphor in Political interview. The basic language, or textual function of a political interview is the informative-persuasive function. Political communication presents a form of interaction, i.e. public communication which develops through available linguistic knowledge in the area of political activity. The persuasive effect of political interviews builds on the original feature of rhetoric as the power of persuasion in truthfulness and correctness of what is being said. Issuers, i.e. politicians want to challenge the recipients' own interpretation through the offered conceptual statements. Scientists who deal with language policy and conceptual metaphors in a language find the subtle expression of emotions through the use of metaphor one of the essential characteristics of a successful persuasive political communication. Conceptual metaphors in that way shape the themes of a certain society and also affect social reality by emphasizing certain parts of the theme or approach to the theme. Use of conceptual metaphors makes it possible to point out that part of the target domain to which one wants to direct the attention of the recipient. Leading politicians should know how the nation "breathes" and the language should match the powers that they have and their positions.

Currently, the centrality of marketing to enhancing the prosperity of businesses, individuals and even society is an undeniable fact. Marketing has emerged as a field worthy of being investigated by both marketing theorists and practitioners and specialized discourse researchers. Since the apprehension of the highly complex and abstract marketing notions cannot be achieved spontaneously, metaphor represents a valuable tool for providing a better understanding of the domain in question. In this context, our paper aims to explore three of the most relevant conceptual metaphors used in relation to marketing, namely the MARKETING IS MOVEMENT, the MARKETING IS MILITARY CONFLICT and the MARKETING IS A RELATIONSHIP conceptual metaphors. Relying on a corpus formed of two notable works on marketing, we highlight the main linguistic realizations of the above-mentioned metaphors, with a focus on their emergence and prominence in close connection with the shifts in the conceptual paradigm of marketing.

AbstractThis paper anatomizes the cognitive theory of metaphor from the perspective of Peircean semiotics. As is defined by Peirce, iconic reasoning is the underlying logic of metaphor, which is open ended and heterogeneous, and therefore no particular metaphorical schema can be said to claim a monopoly over the structuring of our thinking and behavior. Lakoff and Johnson's cognitive theory, however, seems to follow the Platonic line of ontological realism, which advocates that concepts expressed in a language correspond to real states of things or affairs that exist independently of language. By viewing their "master tropes" as fundamental and prerequisite schemas, Lakoff and Johnson presume the ontological existence of some metaphorical concepts. Such an a priori assumption is not compatible with the polysemous nature of the sign. Consequently, this essentialist approach makes their postulation on metaphor unfalsifiable. What is missing from their framework is a structural space for dynamic interpretation on the part of metaphor users. Peirce's theory of unlimited semiosis can remedy this deficiency through introducing the concept of "interpretant" as a mediating thirdness, where innumerable semantic features of objects or life situations are rhizomatically linked on the basis of encyclopedic knowledge shared by members of a particular culture.

[EN] It is an acknowledged fact that the appearance of new genres in cyberspace has shifted the main focus of instruction strategies nowadays. Learners of any field are challenged by the acquisition of a new type of literacy, digital literacy –how to read and write, or how to interact, in and through the Internet. In this line, websites often show expressions like "home", "visit", "down-load", "link", etc. which are used in a new sense that did not exist before the digital era. Such expressions constitute the manifestation of mental models that have been transferred from traditional conceptual domains onto the new knowledge domain of the Internet. These conceptual metaphors are some of the cognitive models that help in the conceptualization of new cybergenres. This paper points at describing how these cognitive models build our notion of diverse cybergenres in English – e.g. the weblog, the social network, the cybertask. Our aim here consists in detecting these metaphorical models as well as describing and classifying their conceptual mappings between domains. With that purpose, some digital materials are analyzed, so as to test the hypothesis that such mappings and models guide the user's representation of the genre, as a coherent structure. ; Girón García, C.; Navarro Ferrando, I. (2014). Digital Literacy and Metaphorical Models. Multidisciplinary Journal for Education, Social and Technological Sciences. 1(2):160-180. doi:http://dx.doi.org/10.4995/muse.2014.2991. ; SWORD ; 160 ; 180 ; 1 ; 2 ; Caballero, R. (2003). Metaphor and Genre: The Presence and Role of Metaphor in the Building Review. Applied Linguistics, 24(2), 145-167. doi:10.1093/applin/24.2.145 ; Dunn, R., and S. Griggs. (1988). Learning styles: Quiet revolution in American sec- ondary schools. Reston, Va.: National Association of Secondary School Principals. ; Kress, G. (2004). Literacy in the New Media Age. London: Routledge. ; Kellner, D. (1997). "Intellectuals, the New Public Spheres, and Technopolitics," New Political Science 41-42 (Fall): ...

Metaphorical models that convey the evaluative meaning are the focus of this article. The paper intends to show that metaphor and in certain cases metonymy belong to the main means of creating the value attitude to the facts of reality and thinking, this attitude resulting in certain utterances of evaluative character. The data for analysis consist of the utterances from the literary prose in different Indo-European languages of Slavonic, German and Romance groups. The examples show that the main metaphorical models and the specific sub-models in each of the thematic groups viewed as an object of the present study manifest the same or similar evaluative potentials irrespectively of the linguistic culture they belong to. That means that the general mechanism of creating the value relations receiving their manifestation in the form of evaluative utterances within different linguistic cultures is the same

The workshop "Thinking in Practice" aimed to integrate both theoretical and practical methodologies. Therefore, we organizers decided to combine free discussions with more playful moments, along with some focused confrontations. These playful moments were intended to establish each workshop participant's position with respect to modelling, as well as to grasp and stress the most salient concepts emerging during the different sessions and discussions. This was in fact a purposeful methodological choice that allowed us to correlate the use of certain metaphors as models for the discussion, and as paths and guidelines for the various focus-exercises.