The paper considers pragmatically significant cases of the use of metaphors within the framework of critical dis- course analysis. Due to the fact that metaphors activate the cognitive processes of framing and categorization, they are actively employed by the speaker with the purpose of influencing the recipient so that he/she forms a particular attitude to the referent of the speaker's message. It is argued that metaphors, by determining the parameters of interpreting phenomena and events, participate in the production and reproduction of social representations and social ideologies by means of discourse.
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