In a stimulating and novel approach, this book explains why metaphors are persuasive, suggesting that they are ideologically effective because they are cognitively plausible and evoke an emotional response. 'Critical Metaphor Analysis' is then developed in a series of corpus-based studies in which analysis of collocations provides insight into the cognitive motivation and expressive connotation of metaphor. By unifying traditional and cognitive semantic with pragmatic approaches, the reader becomes aware of the importance of metaphor in persuasive language. (Publisher Book Description) Contents Introduction Metaphor and Thought Critical Approaches to Metaphor The Metaphors of New Labour Metaphor in British Party Political Manifestos Metaphor in American Presidential Speeches Metaphor in Sports Reporting Metaphor in Financial Reporting Metaphor in the Bible Metaphor in the Old Testament Metaphor in the Koran A DISCOURSE THEORY OF METAPHOR Critical Metaphor Analysis