“…Since the publication of his book Metaphors We Live By, research based on this approach has been used to analyse subjects in fields as diverse as politics (Lakoff, 2004;Mussolff, 2004;Scott, 1997;Xue et al, 2013), international relations and conflicts (Kennedy, 2000;Lule, 2004;Mussolff, 1995;Wander, 1984), social problems (Peeters, 2010), science and technology issues (Berdayes & Berdayes, 1998;Hellsten, 2000;Luokannen et al, 2013;Meyer et al, 1997), problems of public health (Noteyko et al, 2008;Sonntag, 1990;Wallis & Nerlich, 2002), etc. Of course, as will be seen later, economics, business, and finance have also been a fertile ground for the application of rhetorical analysis from this perspective.…”