The metaphors we live by: the persuasive function of metaphorical language in candidates' for the Polish presidency statements

Abstract

This article examines the rhetorical discourse of Polish presidential candidates (including Karol Nawrocki and Szymon Hołownia) as manifested in pre-election televised debates, with particular emphasis on the persuasive function of metaphor. Approached from a cognitive-linguistic perspective, metaphor is construed not merely as an ornamental feature of language but, more fundamentally, as an instrument of conceptual reasoning. As such, it constitutes a critical component of the rhetorical strategies through which political speakers seek to persuade their audiences to adopt a particular vision of social and political reality. In contrast to argumentation grounded in rational premises, metaphor operates at the level of affective and ideological conditioning, enabling speakers to construct systems of belief and value-laden attitudes congruent with their rhetorical objectives and to reinforce the normative frameworks inscribed in their discourse. The analysis concentrates specifically on speeches categorized as candidate's closing statement — that is, pre-composed addresses intended to articulate the foundational tenets of each candidate's electoral platform and programmatic agenda. Within the six thematic categories directly related to elections, patterns were identified that most often carry negative connotations. Metaphorical references to illness, lack of will, or animals predominate. Against this background, only the metaphors POLITICIAN AS BUILDER and POLITICIAN AS REPRESENTATIVE stand out positively.