Resumen de Les nouvelles hypostases métaporiques du consommateur moderne dans le discours français du marketing
In today’s world, the social, economic, political, cultural, environmental, technological spheres and not only are subject to constant changes and developments. These markers of modernity pose a serious challenge to the theories, concepts and variables traditionally associated with the above-mentioned fields. In the economic domain, concepts such as “market, “business”, “brand”, “consumer”, “consumption”, “transaction”, “inflation”, “price”, “production”, “income”, etc. have undergone significant adjustments under the influence of the economic trends and advances.In this context, cognitive metaphor represents a valuable tool used to build conceptual understanding of the abstract economic notions. The purpose of our paper is to explore the cognitive metaphors that have emerged in the French marketing discourse to reflect the latest changes and adjustments in the modern consumer’s profile. Our analysis will focus on the metaphors of the consumer as an investment good, as a millstone and as a butterfly.
