| Summary: | The process of argumentation aimed at changing hierarchies of values can be called dialectical reasoning. The cognitive feature of metaphor in this type of argumentation in A. Lincoln’s discourse is the elimination of differences in the order of the elements of the hierarchy of values in the worldview of the participants in the communication; therefore, the metaphor coordinates the value positions of the communication partners. Discourse feature of metaphor in this type of argument is that it is a tool for creating the following speech strategies according to A. Lincoln: expertise, encouragement, activation of various kinds of social obligations, a propaganda strategy.
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