ĮTIKINIMO STRATEGIJA 2016 JAV PREZIDENTO RINKIMŲ DEBATUOSE: METAFOROS ANALIZĖ

METAPHOR IN THE US PRESIDENTIAL DEBATES OF 2016: THE STRATEGY OF PERSUASION Metaphor is not only a literature device, according to a cognitive linguist Lakoff it is an everyday concept, like time, state etc. and it is widely used every day in different discourses, especially in politics. The aim of this research is to find out how the metaphor use in Hillary Clinton and Donald Trump’s presidential debates contributes to persuasion strategy and what the use of metaphor constructs speakers’ political identity and preferences. During the research three transcriptions of Hillary Clinton and Donald Trump presidential debates were used. The research showed, that Donald Trump’s persuasion strategy is based on positively presenting himself and misinterpreting his opponent. Donald Trump’s rhetoric is more self-centered while Hillary Clinton’s rhetoric is more public-centered. Also, Donald Trump is more negative than Hillary Clinton, he tries to show that the US is in a dangerous situation and he is the one who can make it better. By contrast, Hillary Clinton rhetoric is more positive, she positively evaluates what has been achieved for the country, wants to unite American people and help to fight for their rights