List of Figures
List of Tables
Acknowledgements
List of Abbreviations
1　Introduction: Masculinized Metaphors
2　Theory: A C:dtical Cognitive Framework for Metaphor Research
　2.1　Classical cognitive metaphor theory
　2.2　Blending and neural theories of metaphor
　2.3　Critical approaches to language
　2.4　An integrated approach
3　Method: Quantitative and Qualitative Analyses of Metaphor
4　Business Media on Marketing: Metaphors of War, Sports and Games
　4.1　Quantitative analysis
　4.2　Qualitative analysis of sample texts
　4.3　Discussion: socio-cognitive impact and possible altematives List of Figures
List of Tables
Acknowledgements
List of Abbreviations
1　Introduction: Masculinized Metaphors
2　Theory: A C:dtical Cognitive Framework for Metaphor Research
　2.1　Classical cognitive metaphor theory
　2.2　Blending and neural theories of metaphor
　2.3　Critical approaches to language
　2.4　An integrated approach
3　Method: Quantitative and Qualitative Analyses of Metaphor
4　Business Media on Marketing: Metaphors of War, Sports and Games
　4.1　Quantitative analysis
　4.2　Qualitative analysis of sample texts
　4.3　Discussion: socio-cognitive impact and possible altematives
5　Business Media on Mergers and Acquisitions: Metaphors of Evolutionary Struggle
　5.1　Quantitative analysis
　5.2　Qualitative analysis of sample texts
　5.3　Discussion: socio-cognitive impact and possible altematives
6　Conclusion: Gender-neutral Metaphors
Appendix: Corpus Data
Notes
Bibliography
Index