1 IntroductionThe issue of business metaphor lies at the heart of al stakeholders' interest, people studying or working in an international business communication setting, who need to understand the intrinsic relation between language and culture, applied to the business language genre. Moreover, language educators and specialists working in cross-cultural communications planning and management also need to grasp the far-reaching implications of such knowledge for business success. Business English language, as a genre in itself has been widely analysed and debated in specialist literature, as extensive research has been carried out in the field of teaching English for Specific Purposes, specialists having centred on finding the best methods to teach students how to use the business language correctly and appropriately, with clear focus on the notional-functional aspect. However, less research has been made in the intrinsic nature of business English (Nelson 2000).As opposed to General English, Business English features some characteristics (Popescu 2007, 2011) such as:1. a certain fixedness of lexical associations, i.e. less free lexical combinations;2. a certain degree of courtesy and formality which are to be found in the forms and frameworks of conventionalised transactions;3. sociolinguistic and pragmatic orientation, by which we mean that the language used by business people display sensitivity to subject matter, the occasion, shared knowledge and social relations holding between companies and communicators (Pickett 1986:2);4. metaphoric load: the language used in business materials may be characterised by what we could call metaphoric load, i.e. the business language borrows words, phrases, idioms from the general usage and applies them to the specific contexts of the place of work: abort a product, rat race, throw it at the wall and see if it sticks, etc;5. marked idiomaticity: e.g. Instead, rather than undercutting television networks and producers, Joost might them new juice. (= give vitality). It is particularly the two latter traits that the present project will focus on.Based on former research and literature review, it can be uphold that that cognitive metaphors are instantiations of cultural categories manifested in the language spoken by the community that shares a common set of characteristics within a given cultural matrix. Thus, we uphold the idea that metaphors clustered in cognitive categories account for cultural categories, both in terms of conceptual universals and variants, resulting in a complex mapping of interrelated cross- connections.The starting point for this theory is the seminal work Metaphors we live by, published by Lakoff and Johnson in 1980, whose theory of Conceptual Metaphor has opened endless vistas for subsequent research and debate. The basic assumption of this theory is that metaphor is not only a stylistic feature of language, but thought itself is metaphorical in nature. Thus, the conceptual structure of metaphors rests on correspondences or mappings between conceptual domains. These mappings function in a natural way, as some of them are already existent in the human mind emerging from background cultural knowledge, as different kinds of similarities between concepts.Further on, Kovecses (2005) argues that the cognitive view of metaphor can simultaneously account for both universality and diversity in metaphorical thought. He has proved that certain conceptual metaphors (for anger, time, event structure, and the self) are potentially universal or can be near-universal. He identified these as being simple or primary metaphors and/or complex metaphors based on universal human experiences (p.64). He then explores embedded manifestations of generic level metaphors in order to prove that they are not candidates for near universal metaphors. Besides variations in conceptual metaphors at specific level there are others, such as when a culture uses a set of different source domains for a particular target domain, or when a culture uses a particular source domain for the conceptualization of a set of different target domains (p. …