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| Open Access | DRESSING THE MARKET, JUDGING THE ECONOMY: CONCEPTUAL METAPHORS IN CROSS-CULTURAL ECONOMIC DISCOURSE (Evocative and metaphorically rich, focusing on “wardrobe” and “character” themes)
Narziev Navruz Tollibaevich , Samarkand Institute of Economics and ServicesAbstract
This article examines how conceptual metaphors frame economic discourse, focusing on metaphorical domains such as the body, character, marriage/divorce, and wardrobe. It highlights cognitive-linguistic mechanisms used to humanize and visualize economic processes and discusses cross-linguistic differences between English and Uzbek metaphors. The study demonstrates how metaphor use shapes public understanding, media framing, and policy interpretation.
Keywords
conceptual metaphor, economic discourse, cognitive linguistics, framing, metaphorical domains
References
Goatly, A. (2007). *Washing the Brain: Metaphor and Hidden Ideology*. John Benjamins Publishing.
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Musolff, A. (2004). *Metaphor and Political Discourse: Analogical Reasoning in Debates about Europe*. Palgrave Macmillan.
Charteris-Black, J. (2011). *Politicians and Rhetoric: The Persuasive Power of Metaphor* (2nd ed.). Palgrave Macmillan.
Boers, F. (1999). When a bodily source domain becomes prominent: The joy of counting metaphors in the socio-economic domain. In R. W. Gibbs & G. J. Steen (Eds.), *Metaphor in Cognitive Linguistics* (pp. 47–56). John Benjamins Publishing.
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