Formation of a metaphoric model in political pre-election debate

Neiman Valentina Nikolaevna

Election campaigns are aimed at attracting adherents to the polling stations and convincing those few voters who have not yet made a decision. Political speech plays a large role in these efforts across a variety of communication platforms, but messages that mobilize one kind of voter may be ineffective or even counterproductive to another. Over the past two decades, scholars from different research points of view have carefully studied the impact of the metaphorical frame on political persuasion. Metaphors are often used to represent political interests. Politicians use metaphors to characterize themselves, their opponents and their political agendas, and they use metaphorical language in political debate to guide the public towards a particular point of view.

Keywords:political linguistics, metaphor, metaphorical model, metaphorical framing, conceptual metaphor, persuasion, impact.