The authoress considers functions of media relations texts. It is proved that, in spite of their authors' declarations, a persuasive function is dominating in such texts. Mechanisms of indirect persuasion were described by using methods offered by cognitive linguistic and given by R. Langacker, G. Lakoff and M. Johnson. The authors of the media relation texts deliberately use the following language metaphors: THE INSTITUTION IS A WINNER, THE INSTITUTION IS A FRIEND, THE INSTITUTION IS A MAN, THE INSTITUTION'S ACTIVITY IS SPORTS COMPETITION, THE INSTITUTION'S ACTIVITY IS WAR.
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