Socio-cognitive properties of color transterms in Business English

Abstract

The given paper deals with transterminologisation as a productive linguistic process for the enrichment of business English terminology. Transterminologisation is a phenomenon when terms from one scientific field transfer to another and adapt. The process leads to the change of meanings, partially or metaphorically. Color transterms are of central discussion in the research. The transition of color transterms increases business English terminology and performs as an effective tool to develop communication and business strategy skills. In the economic discourse color transterms convey metaphorical concepts such as COLOR IS ECONOMICS, COLORS ARE PEOPLE and COLOR IS STRATEGY highlighted with the source domain and the target domain. The key objectives of this study are to analyze color transterms from sociolinguistic and cognitive perspectives.