In this article, an attempt is made to analyse metaphors which appeared in Jerzy Urban‟s columns, which were published in a weekly magazine entitled “No”. The pre-sent author applied Lakoff and Johnson‟s (1980) cognitive theory and used their division of metaphors into three types: orientational, ontological and structural. The observer‟s metaphors which are used for construal of reality can present the existing reality. The author examined standard patterns of orientational metaphors: MORE IS HIGHER, FU-TURE IS FORWARD, and the ontological metaphor: A CONTAINER. As regards struc-tural metaphors, she referred to the use of source domains: THEATRE, ACTOR, WAR, CHIEF, GAME, SPORT, ANIMAL, DISEASE. In the columns, which present the writer‟s subjective outlook, metaphors create the reality reflecting the observer‟s opinions and ways of conceiving of the world. They perform a cognitive and persuasive function at the same time. The reader subconsciously starts to behave according to the mechanism of the cognitive theory.