Abstract: This article introduces the characteristics of metaphor as a cognitive tool. As the theory of cognitive linguistics claims, metaphor is not just a rhetorical figure of speech, but a cognitive tool. We tend to think about abstract ideas in terms of metaphors. On the other hand, because of its cognitive power metaphor is very useful for manipulative discourses. The article comments on various conceptions of metaphor in contemporary linguistics.
Keywords: metaphor, cognition, concept, manipulation
Rhetoric and Communications E-journal, Issue 19, October 2015, rhetoric.bg/, journal.rhetoric.bg, ISSN 1314-4464