As unique as you. Profile Descriptions and Predictions for the Zodiac sign GEMINI. On the Metaphorization of the Term CHANGE/AGILITY

Abstract

The presence of horoscopes in the media illustrates the popularity of this type of text, which appeals to a heterogeneous target group. Polyfunctional and multi-addressed, horoscopes offer predictions based on the position and movement of the planets and stars. To suggest authority and credibility, text producers resort to strategies of reader involvement that focus on vague and ambiguous statements to enable identification with general and imprecise descriptions of personality and the future. The article shows the metaphorization of the concept of ‚TRANSFORMATION‘/,AGILITY‘ in the profile description and in the annual horoscope (2024) for the zodiac sign “Gemini”, in which metaphorical formulations of everyday language (e.g. phraseologisms, one-word metaphors, personifications, composites) are involved. Based on the metaphorical formulations that occur, the question is therefore asked how the metaphorical model comes about and which metaphorical expressions are linguistically fixed in the statements on the personality of the “twins” and in the predictions for the areas of love and friendship, career and health in the current year. The predictions for certain reference areas in the character profile description and the future forecasts reveal further prominent metaphorical models or a specific inventory of metaphors, whereby horoscope-typical subject areas are vividly conceptualized.