A study on conceptual metaphor ENTERPRISE IS A WARRIOR in business section of Vietnam Financial Times (online)

Abstract

From the perspective of cognitive linguistics, this paper examines the conceptual metaphor "ENTERPRISE IS A WARRIOR" in articles from the Business section of Vietnam Financial Times. Based on experiential correlations and the knowledge domains mapped from the source domain to the target domain, the study clarifies the replication mechanism between these two distinct cognitive domains in the linguistic thinking of the authors. The conceptual metaphor "ENTERPRISE IS A WARRIOR" is a structural metaphor that employs the source domain with its fundamental structure as a partial mapping schema, in which the characteristics of a warrior on the battlefield are projected onto an enterprise operating in the marketplace. Through data analysis, the findings of this study highlight a distinctive conceptualization of businesses and their activities in the market. Additionally, the study affirms the universality of certain common source domains used across various contexts.