In order to be able to answer the question, the essence of the metaphor should be outlined in advance. At this point, it should be emphasized that the effect of metaphors cannot be clearly proven in the context of the elaboration – this requires several empirical studies – but conclusions can certainly be drawn about function and effect. For this purpose, examples from politics and advertising are examined and evaluated for metaphorical language use. The aim of the work is thus to give as broad an overview as possible of the function and effect of metaphors and to investigate their effect on thinking. This leads to the question: What effects do metaphors have on thinking and what functions do they fulfill?

But metaphors are not only used unconsciously in everyday language, but they are also used specifically in political discourses and in advertising, where they unfold their full effectiveness.

What appears to be everyday language turns out to be more metaphorical than one assumes at first glance. They determine people's everyday lives and thinking more than one might think. Metaphors are more than just a rhetorical stylistic device in literary works. They settle in our minds and occupy an important place in our language. Playing metaphors in our lives a major role. The critique of metaphor theory according to Lakoff and Johnson The Basics of Cognitive Metaphor TheoryĤ.3. The cognitive metaphor theory according to Lakoff and JohnsonĤ.1. The traditional metaphor theory according to AristotleĤ.

Lakoff metaphors we live by