Figurative language in titles of medical journal publications

Abstract

At present academic writing is greatly impacted by social shifts and mass media style. It is important to note that the tendency to use figurative language in the titles is more evident in the NEJM, while BMJ sticks to the conventional formal style. The figures of speech are more commonly used in the titles of opinion articles. The metaphors have been found the most prevalent in the titles of medical publications. Figurative language should be in the focus of multidisciplinary studies since it emerges from the interaction of brain, language, culture and bodily experience.