Metaphorical modelling in the case of cosmetic companies’ image development

Abstract The article focuses on metaphorical modelling as a means of corporate image development. The research data includes an electronic corpus of 185 press releases issued by five international cosmetic companies. A methodology of analysing metaphorical models based on the consideration of the model’s frame-slot structure was applied. The study resulted in the singling out of two major metaphorical clusters within the corporate discourse of image-making – BUSINESS IS A HUMAN BEING and BUSINESS IS ART. Although these models do not embrace the whole range of sources of metaphorical expansion, they nevertheless essentially contribute to creating a relatively holistic image of a cosmetic company as a perfect organism that produces masterpieces to meet the needs and expectations of the target audience.