Abstract
Lexical metaphor functions as a rhetorical device that embellishes the texts with figurative meanings. In non-literary texts such as commercial texts on company websites, lexical metaphor can help to promote the company image and sales. It is vital in the service sector such as the airline industry where the competition is sky-high. This paper attempts to identify the lexical metaphor appearing on the English and Thai websites of Emirates Airline following Dickins’ (2005) classification of lexicalized and non-lexicalised metaphors. The study also explores how the lexical metaphors are rendered into Thai by means of literal translation and adaptation. It is found that more lexicalised metaphors are identified in comparison with the non-lexicalised type. As for the types of translation, literal translation plays more part in retaining while adaptation tends to remove the original metaphorical form and meaning in the translated version.
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