ABSTRACT
This chapter discusses the notion of integrated conceptual metaphor and its potential as a persuasive tool within the panorama of cognitive linguistics. It aims in collocating the notion of conceptual metaphor theoretically, to show the power of "conceptual metaphor" for addressing persuasion in discourse. The scientific contribution of the Lakoffian theory leads metaphor well beyond the borders of rhetoric, linguistics and philosophy to become an object of interest and of application in various other fields, such as psychology, neuroscience and politics. The omnicomprehensive status which metaphor gains as transfer device, following the reading of Kenneth Burke in conceptual perspective, functioned as an ulterior justification. 'Metaphorical regulation' therefore allows for its understanding and production without fixing it onto a mechanical automatism, as it is explained by the so-called "corollary of the Invariance Principle". Obtaining an awareness of the transformative power of metaphor can be crucial in the analysis of strategic communication as well as when promoting change for strategic purposes.
