Publications

Publication details [#859]

Silaški, Nadežda. 2010. CATCHING INFLATION BY THE TAIL – Animal metaphoric imagery in the conceptualisation of INFLATION in English. Ibérica 20 20 : 57–80. 24 pp.
Publication type
Article in journal
Publication language
English

Abstract

On the basis of authentic texts drawn from popular economic and business discourse, this article examines the conceptual mappings of the metaphor INFLATION IS A FEROCIOUS ANIMAL. The authors aim to show not only how experts conceptualize or feel with respect to this economic phenomenon, but also what measures can be taken to prevent or reduce its devastating effects. The most prominent mappings in the source domain refer to the ways animals move (e.g. Inflation in construction is galloping at 1.5% per month), look (e.g. Inflation flashes its sharp teeth […]), sound (e.g. Inflation roars back in Venezuela in April), eat/are fed (e.g. The inflation beast […] can devour savings […]) or are controlled (e.g. Slow growth will tame the inflation beast).