Abstract

A metaphor is normally deployed for specific rhetorical and aesthetic functions.
However, in the commercial context, metaphor usage displays specific communicative
functions as exhibited in the English business texts we sampled for this study. We
examine the translation of business metaphor from English into Arabic with a special
focus on the game/sports source domain. The authors collected a sample of
metaphors from business articles which appear on the BBC, CNN, and Project
Syndicate online websites. We use the collected business metaphors to determine the
contextual functions as well as the significance and roles each metaphor plays in its
context. We adopt the cognitive approach to metaphor analysis in order to decide the
level of conceptual systems in the source and target metaphorical references.We have
found out that the generic metaphorical instances are translated using the formal
translation method while the more business context specific metaphors are simplified,
paraphrased, or explicated.

Title

Forum: international journal of interpretation and translation

Publisher

John Benjamins

Publisher Country

South Korea

Indexing

Scopus

Impact Factor

0.0

Publication Type

Both (Printed and Online)

Volume

20

Year

2022

Pages

17