... 2003: 32).The basic claims of the cognitive account of metaphor, developed by Lakoff, Johnson and Turner (Lakoff and Johnson 1980, Lakoff 1987, Lakoff and Turner 1989, Lakoff 1993), and elaborated ... of meaning in an incongruent way at the level of the organization of the discourse. The most congruent form of joining two ideas is An investigation into the role of metaphor in description of ... function of the genre is realized. These genres include all of those routines from everyday experience such as purchase of goods (food, clothing etc), to the genres of particular forms of social...