Metaphor and its Communication Capabilities in Terms of Image Creation

The article attempts to determine how the use of metaphor influences the image of the author. The data were collected by means of an empirical study. Having read a column, the respondents defined the characteristics of the author’s image and then wrote down text passages they believed communicated the indicated qualities of the columnist. The results show that quotes employing metaphors relate to defining the author as ‘an interesting writer,’ ‘ironic,’ ‘witty,’ or ‘bluntly communicating their bold opinions.’ This text defines the principles on which metaphor is based and determines the conditions that are responsible for the communicating of each of the indicated features of image