摘要：Metaphors in business rhetoric are dominant in practice while ignored in theory because business people are not aware of their o wn rhetoric, and because most of them are d ead in the way that these metaphors were live when first created, then became dead through use. The most part, the bulk of the vocabulary of business, consists of metap hors taken from non -economic spheres. Non-economists, like us, find it easier to see the metaphors used than the business people. Thus, I believe that an investigation of metaphor in business texts is useful in determining the different functions metaphors play such as, a non -decorative role, more precisely, as a language necessity in communicating efficiently in business, and, at the same time, a cognitive tool
关键词：business culture; metaphor; cognitive approach; business communication
