Abstract:

Metaphors are powerful items in language that not only bring life to expressions but also create images that make the subject focused upon to be much clearer. In addition, they make descriptions to be more concrete. In broadcasting a live football match in Kiswahili Language as well as using advertising language, metaphors are employed in a very creative manner. One way of delving into the use of metaphors in these two activities is by analyzing them using a cognitive approach. Language use in broadcasting and advertising calls for a careful and skillful choice in order to interest the listeners as well as capture them so that they can be interested in either the brand being advertised or the broadcaster’s style and thus become part of the following for that broadcaster or in the case of the advertisement to be endeared to the product in focus. The end game for both activities is to increase the clientele base and that translates to monetary gains for the sponsors. The cho...