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By Fahad H. Al Jumah

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Additional info for A Comparative Study of Metaphor in Arabic and English: General Business Writing With Teaching Implications

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On the persistence of metaphors in everyday expression and comprehension, Derrida (1982) claimed that metaphor is a continuous process by which concepts and views are created and framed and, thus, that metaphor is a force that shapes behavior. Metaphors evoke imagery which makes them very useful in conveying meanings (Archer &Cohen, 1998; Ivie, 1999). Emotions such as love, hate, joy and sorrow are also known to have been rendered metaphorically since antiquity (Kövecses, 2000; Tissari, 2001). It has also been noted that metaphors have the capability to relay falsehood, since they can obscure differences and highlight potentially misleading similarities between two subjects (Wolf &Polzenhagen, 2003; Katz, 1996).

This phrase likens corporations, which are the dominant players in global business and economic activities today, to individuals which participate in the process of citizenship. While there is reasonable apprehension associated with analyzing the participation of private companies in society in these metaphorical terms, the strategy of using such metaphors has proven to be essential in unraveling the various modes by which business can interact and participate in the affairs of the larger social environment in which it operates (Matten, 2003).

In negotiations, Smith (2005) warned of the dangers of the use of metaphors for their ability to highlight certain areas, while covering others. Because metaphors can reduce analysis of a complex phenomenon to a simple plane, it may cause a party to approve a proposal, while not being made aware of the total picture (Smith, 2005). The business buzzword “corporate citizenship” is one clear example of the strong influence of figurative language in contemporary business. This phrase likens corporations, which are the dominant players in global business and economic activities today, to individuals which participate in the process of citizenship.

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