Conceptual structural metaphors in economic discourse in the titles of Vietnamese and Russian newspapers

Abstract

The goal of this research is the analysis of structural metaphors in economic discourse in the titles of Vietnamese and Russian newspapers, as well as determination of the principal metaphoric models in the titles of Vietnamese and Russian media. The article employs the material from the original sources. The main research methods include component analysis, comparative analysis, and method of continuous sampling. As a result, the author highlights the peculiarities of conceptual structural metaphor and principal metaphorical models in the titles of Vietnamese and Russian economic texts: economics is the battlefield; economics is the weather; economics is the health condition; economics is the sports. Description is given to the peculiarities of conceptual structural metaphors in the titles of the leading Vietnamese and Russian economic newspapers. The acquired materials can be applied in translation practice, as well as textbooks on the stylistics of Vietnamese and Russian languages. The conducted research is also valuable for comparing linguocultures of the two languages. The conclusion is made that the conceptual structural metaphors are actively used in the titles of Vietnamese and Russian publicistic articles of economic nature.