Cognitive Metaphors as a Means of Persuasive Influence in Texts of Various Genres

The present research is dedicated to the effectiveness of cognitive metaphors as a means of persuasion in political, media, and artistic discourses. Even though numerous studies have already been conducted on metaphorical conceptualization in particular discourse types, comparisons of metaphor structure, function, and audience reactions are rare. In the present study, 30 English texts (published between 2020 and 2024) belonging to the genre of political speech, media, and art (10 texts in each genre) were selected among materials from political databases, English-language magazines and literary journals. 90 people aged 20-35 (M = 26.2) evaluated metaphorical messages using C. Osgood’s semantic differential, questionnaire about the effectiveness of persuasive message and free answers. Content analysis and contextual-semantic analysis, along with descriptive statistics and one-way ANOVA were used to identify some patterns. The major source domains in political discourse include: WAR, PATH, MECHANISM, BODY and GAME, in media discourse: ELEMENT, DISEASE, THEATER, ORGANISM, and WEAPON, in artistic discourse: NATURE, LIGHT/DARKNESS, JOURNEY, BODY, and EVERYDAY LIFE. The research revealed the following: political metaphors have a tendency to be normative and rationalizing; media metaphors are critical-evaluative and disturbing; artistic metaphors show better emotional appeal and symbolism. The distinctive feature of the research is a combination of conceptual, pragmatic, and recipient-based analysis of cognitive metaphors. The findings of the research contribute to the development of cognitive metaphor theory by providing evidence concerning the persuasive and emotive effects of metaphor usage.