Publication details [#7328]

Liendo, Paula. 2001. Business language: A loaded weapon? War metaphors in business. 8 pp.
Publication type
Article in journal
Publication language


The use of metaphors related to the semantic field of war when talking about business is a widespread, well-known and long-standing practice. From "headhunters" to "captive markets", business magazines, commentators and even language textbooks make use of these war metaphors. This can be seen, on the one hand, as a way to facilitate the readers'/listeners' understanding of the world. On the other hand, however, from a postmodern standpoint, the use of language for mere representation has been widely challenged. This work analyses, through different business writing excerpts, how language creates, rather than reflects, a reality. It concentrates on the underlying power of metaphors as weapons to hide or to reveal. (Paula Liendo)