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Research on metaphorical communication suggests that metaphorical framing might be a decisive factor for the eloquence, enthusiasm and charisma of communicators. As sustained communication is claimed to be one of the main resources of successful CEOs, the question arises how metaphors can be embedded effectively into commu-nication of CEOs. This study offers an overview of the potential impact of metaphors on recipients. Comparing several surveys and exemplary studies, I illustrate nine cen-tral effects and the consequential implication options of metaphors. Additionally, I outline the limitations and the opportunities of metaphors in the context of organiza-tions, deducing implications and fields of application for CEOs. Overall, my findings suggest that metaphorical lan-guage offers several possibilities for CEOs to exert psychological and rhetorical influ-ence on their stakeholders. This work can be seen as an entry point to further research on how to encourage CEOs to integrate metaphors in their communication.

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Bahe, Melanie
Melanie Bahe - Bachelor International Cultural and Business Studies -Master Business Administration - Universität Passau

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