CONCEPTUAL METAPHORS RELATED TO CLOTHING IN ENGLISH MEDIA DISCOURSE: A COGNITIVE AND DISCURSIVE APPROACH

Abstract

This article examines clothing-related conceptual metaphors in English media discourse from cognitive and discursive perspectives. The study is based on Conceptual Metaphor Theory developed by George Lakoff and Mark Johnson. It analyzes how clothing metaphors are used in political and social media texts to express ideology, morality, and identity. The findings show that clothing metaphors simplify abstract ideas and influence readers’ perception through persuasive language (Lakoff & Johnson, 1980).