Representation of the abstract atmosphere of metaphorical discourses of Iranian presidents in election campaigns (From constructive discourse to moderate discourse)

the purpose of this research is representation of the abstract atmosphere of the metaphorical discourses of the presidents of Iran in the election campaigns. the analysis of the data was a qualitative of the descriptive-analytical type by using content analysis which The data measurement is using Maxqda Software (2018). Research is a theoretical foundation and experimental foundation in terms of purpose, and in terms of data collection is a descriptive-survey. The statistical population of the study includes the election studies of four presidents: Akbar Hashemi Rafsanjani, Seyyed Mohammad Khatami, Mahmoud Ahmadinejad and Hassan Rouhani. Finally, by combining and applying the two theories of Lakoff-Johnson conceptual metaphor (structural, directional, existential metaphors) and critical metaphor of Norman Fairclough have analyzed and analyzes these two approaches and extracts the abstract metaphor from these four metaphors and studied in conceptual model. Metaphor for politicians is a tool that can rely on it to present everyday empirical concepts by turning them into an abstract image that is more comprehensible based on tangible experiences, and attract more audiences, leading to victory in the political arena, especially in elections.