Metaphors in the General Report of the European

The second case illustrates the situation a term is created with the use of metaphor.

Metaphors commonly reflect realia and peculiarities of the culture of the particular language, for instance, ‘a deadline' which means the day and time by which the project or work is to be finished. It has recently become so widely accepted that came into use in various types of discourses, namely politic discourse: ‘within the agreed deadline' (2015: 87). The similar tendency is characteristic of the collocation ‘in touch' as in ‘Getting in touch with the EU' (2015: 91).

F inally, metaphors of lightdarkness and colours are of high significance when represent politic discourse. T he use of the first case can be explained by author’s eagerness to vividly show the increase or improvement in a situation: ‘It sheds light on those seeking to influence policymaking in the EU institutions and lists the issues' (2015: 88). W hat is more, let us look at the use of colour lexeme in «the EU launched negotiations to remove barriers to trade and investment in ‘green' goods, services and technologies» (2015: 56).

H ere ‘green' loses its initial connotation, since it describes a realia where ‘green' means eco-friendly. T hose are pragmatic and pictorial functions of metaphor. Another example of metaphor in the given sentence is ‘to remove barriers', which emphasizes that there are distinctive features which prevent the EU politics from expanding.

Therefore, we can move to such a function of political metaphor as unification, since the EU is represented by a group of countries, each of them having its purposes and interests. Although the metaphors, mentioned above, do not give clear understanding of unification, they do pay additional attention to the terms and conditions imposed by the EU as a union. Consequently, every country in the union is to follow the rules of the ‘global player' and ‘AN ECONOMIC HEAVYWEIGHT' (2015: 75).

Thus, one of the most important parameters of the political communication study is political metaphor (Heiskanen, 1993: 28). Functioning of archetypal metaphors is characterized by several features: the higher frequency compared with fresh metaphors, the uniformity at all times and in all cultures, rootedness in direct human experience, correlated with the basic human needs, the influence of the prevailing part of the audience, the occurrence in the most significant fragments of the most important political appeals in any society.

The written form of article allows the authors to use signs that simplify metaphor form in any text. In the given document, they emphasise metaphors by the use of single quote. Metaphor as one of the most popular means of artistic expression helps to present some complex concept as a relatively simple new as well known one; the abstract as concrete, but it is avoided by the authors of the General Report. Metaphor can provoke a bias and cause misinterpretation; that is why authors' of the analysed documents try to avoid any additional sense and use mostly well-known metaphors, connected to some realia, concept or idea. As for the leading part of speech in the means of metaphor, verbs are considered to be the most regular examples in the given document.

CONCLUSION.

Metaphor is a figure of speech, understood as the use of words and expressions in a figurative sense on the basis of analogy, similarity, comparison. It is well known that a word can change its meaning and semantic shift occurs when a word is flagged for a context, unusual for it. In metaphor one or more properties are transferred to the object or phenomenon with another object or phenomenon, but the latter does not appear in the trope directly, it is only implied.

The current theoretical pluralism is associated with the gradual shift of focus of researchers to study of a language as a stable system with strong language values in the status of language as a creative communication process. Thus, metaphor is viewed as a way of existence of the word, a phenomenon of syntactic semantics and as a way to convey meaning in communication. It is also significant to identify two approaches to description of the metaphorical functions, namely lexical-centred or lexicological, which, being a unit of analysis, chooses the metaphor of language as a tool and as a figure of speech, and text-centred, which refers to the phenomenon of metaphor as a means of text.

Metaphor in political discourse can perform such functions as nominative, communicative, pragmatic, pictorial, hypothetical, modeling or euphemistical. Functional aspect of metaphor has been discussed with the hermeneutic position. The result of this review is to classify the functions of metaphor in terms of the analysis of its various manifestations in text. In total, the authors identify 25 metaphor functions.

As the researchers note, media are actively using the metaphor to construct a picture of the world in the political sphere. The presence of metaphors has became a fixture of political texts, thus it not only serves as means of attracting the attention of mass destination, but also allows effecting its mind and mood.

Functioning of archetypal metaphors is characterized by several features: the higher frequency compared with fresh metaphors, the uniformity at all times and in all cultures, rootedness in direct human experience, correlated with the basic human needs, the influence of the prevailing part of the audience, the occurrence in the most significant fragments of the most important political appeals in any society. For example, there is a strong connection between the European mentality and religion, which results in the implementation of some metaphors from the religious discourse into politic one. The metaphors, mentioned above, do not give clear understanding of unification; they do pay additional attention to the terms and conditions imposed by the EU as a union. Consequently, every country in the union is to follow the rules of the ‘global player' that unions them with general concepts and conceptualization of the world.

T he choice of language in mass media discourse is mostly often associated with the assessment, which aims to impact on the recipient, as well as value orientation system. T he written form of article allows the authors to use signs that simplify metaphor form in any text.

I n the given document, they emphasise metaphors by the use of single quote. M etaphor as one of the most popular means of artistic expression helps to present some complex concept as a relatively simple new as well known one; the abstract as concrete, but it is avoided by the authors of the General Report. M etaphor can provoke a bias and cause misinterpretation; that is why authors' of the analysed documents try to avoid any additional sense and use mostly well-known metaphors, connected to some realia, concept or idea. A s for the leading part of speech in the means of metaphor, verbs are considered to be the most regular examples in the given document.

Finally, metaphors commonly reflect realia and peculiarities of the culture of the particular language.

Thesis.

1 Metaphor is a figure of speech, understood as the use of words and expressions in a figurative sense on the basis of analogy, similarity, comparison.

2 A word can change its meaning and semantic shift occurs when a word is flagged for a context, unusual for it, that is why politic discourse avoids dubious cases.

3 Metaphor in political discourse can perform such functions as nominative, communicative, pragmatic, pictorial, hypothetical, modeling or euphemistical.

4 Functional aspect of metaphor has been discussed with the hermeneutic position.

5 Media are actively using the metaphor to construct a picture of the world in the political sphere.

6 Metaphor can provoke a bias and cause misinterpretation; that is why authors' of the analysed documents try to avoid any additional sense and use mostly well-known metaphors, connected to some realia, concept or idea.

7 The written form of article allows the authors to use signs that simplify metaphor form in any text. In the given document, they emphasise metaphors by the use of single quote.

REFERENCES.

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Hirschheim, R., Newman, M. «Symbolism and Information Systems Development: Myth, Metaphor and Magic,» Information Systems Research (2:1), March 1991, pp. 29−62.

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APPENDIX 1.

Metaphors in the General Report of the European Commission.

‘The EU 2015'.

This Commission would focus on 10 political priorities — the key challenges faced by our economy and society. 6.

… in touching upon the main challenges that have confronted us over the last 12 months I am struck by one inescapable conclusion, and that is that when faced with the refugee crisis… 8.

The agreement pulled Greece back from the brink of default and safeguarded its future in the euro area. 9.

During the year Commission Vice-President Jyrki Katainen launched an EU-wide roadshow 11.

These should be coupled with an appropriate mix of policies in the euro area to boost confidence, contribute to rebalancing and put the recovery on a more stable footing. 14.

The proposed actions will ‘close the loop' of product lifecycles through a focus on ecodesign, better information for consumers, increased recycling and more reuse. 19.

creating the right conditions and a level playing field for digital networks and innovative services to flourish 22.

Removing barriers in the digital single market will reward creators and creativity and strengthen the EU’s broadcasting sector while giving consumers access to a wider variety of content across borders. 24.

a ‘one-stop shop' for businesses and citizens — companies will only have to deal with one.

This would help distribute the tax burden equitably and promote sustainable growth and investment. 36.

In October the Commission adopted a first package of measures to start implementing the plan. 43.

Completing economic and monetary union architecture 46.

Deep and genuine economic and monetary union 46.

The report recognised the importance of ensuring that every citizen has access to adequate education and an effective social protection system, including a ‘social protection floor'. 46.

It sets a cap on fees for the use of card payments 49.

In 2015 the Parliament and the Council also completed negotiations on the revised payment services directive, which will open up business opportunities for non-bank players 49.

which will open up business opportunities for non-bank players 49.

Under my presidency, the Commission will negotiate a reasonable and balanced trade agreement 51.

I will also be very clear that I will not sacrifice Europe’s safety, health, social and data protection standards or our cultural diversity on the altar of free trade. 51.

cut tariffs across all sectors 53.

The European Union sought to break new ground for a trade deal by getting regulators in the EU 53.

abusing market power 54.

the directly elected members of the European Parliament were fully informed about the state of play of the negotiations 55.

This is vital in today’s world of global value chains, in which most finished goods incorporate value added in several countries. 56.

the EU launched negotiations to remove barriers to trade and investment in ‘green' goods, services and technologies. 56.

At bilateral level, in August the EU reached political agreement with Vietnam on a free trade agreement. 56.

They identified a number of potential practical solutions and agreed to continue talks 56.

The Commission finalised negotiations on an EU-US data protection umbrella agreement. 57.

In December, in line with the European agenda on security and in response to the Paris attacks in November, the Commission adopted a proposal for a directive on combating terrorism. 58.

The victims' rights directive entered into force in November. 60.

Covered by other EU legislation 63.

The annual report on equality between women and men for 2014 showed that, despite progress, gender gaps remain. 64.

I am convinced that we must work closely together in a spirit of solidarity 65.

In October Commission President Juncker called a leaders' meeting on refugee flows along the western Balkans route. 65.

A strong common asylum system 67.

In October President Juncker called a leaders' meeting 69.

The worldwide roll-out of the visa information system was completed in November 2015. 71.

provided food, shelter, protection, healthcareand clean water 74.

THE EU IS AN ECONOMIC HEAVYWEIGHT 75.

In December accession negotiations were opened on economic and monetary policy. 77.

Trust Fundin response to the Syrian Crisis (the ‘Madad Fund'). 79.

psychosocial support under the umbrella of the ‘EU children of peace' initiative. 83.

During 2015 the Commission organised 53 citizens' dialogues throughout the EU, enabling citizens to make their voices heard by EU decision-makers. 84.

It will bring changes across the full policymaking cycle 86.

within the agreed deadline 87.

the register is a key tool for implementing the Commission’s transparency policy. It sheds light on those seeking to influence policymaking in the EU institutions and lists the issues 88.

The annual report clearly illustrates the importance of the right of access to documents 89.

Getting in touch with the EU 91.

In 2016 professionals will be able to use the card as a proof that they have passed administrative checks and that their professional qualifications have been recognised by the host Member State. 39.

All organisations that join the register sign up to its code of conduct, which serves as a moral compass for their relations with the EU institutions. 88.