The paper presents an analysis of the use of metaphors in headlines, and combines quantitative and qualitative methods of analysis. The approach is contrastive and is corpus based, as I analysed conceptual metaphors in the headlines in two corpora, one in English and one in Romanian. The analysis revealed the similarities and dissimilarities in the use of conceptual metaphors in headlines, the linguistic realisations of conceptual metaphors, the image schema projected by the conceptual metaphors, and their degree of conventionality. It also identified the headlines that used pragmatic and linguistic devices to achieve emotional effects. The first layer of analysis entailed adopting a semantic perspective, while the second layer consisted of adopting a pragmatic perspective. This second layer of analysis delved into social, cultural and contextual aspects. The analysis of the data revealed that conceptual metaphors relied on contrast, transfer and comparison.
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