CONCEPTUAL METAPHORS IN ECONOMIC DISCOURSE OF SERBIAN AND BRITISH NEWSPAPER ARTICLES

Abstract

This paper explores conceptual metaphors in the realisation of the word economy in Serbian and English economic newspaper articles. The aim is to identify all conceptual metaphors that describe the word economy in both corpora, determine their similarities and differences on a cognitive and linguistic level, and show values attributed to the word economy on a pragmatic level. Our research has shown that the word economy is metaphorically conceptualised mostly as a LIVING ORGANISM, OBJECT, MECHANICAL PROCESS, CONTAINER, VERTICAL MOVEMENT and BUILDING in both corpora. The results of the analysis have proved that Serbian and English show great similarities regarding linguistic expressions and their conceptual metaphors that describe the word economy due to the fact that they are based on universal bodily experience. However, since the process of the word meaning construction is dynamic and inseparable from the culture in which it originates, we have found certain differences that are reflected in different linguistic expressions, different conceptual metaphors and different aspects of the word economy that are emphasised.