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Heroic tale, game, and business deal? Western metaphors in action in Kosovo

Operation Allied Force was conducted not only with arms, but also with words. The rhetorical action that supported the NATO intervention in Yugoslavia drew heavily upon certain metaphorical frameworks. This article examines how the Western metaphors likened the execution of the military campaign to playing the role of the hero in an adventure story, participating in an exciting sports event, and making a great investment. The Western metaphors outlined a definite and forceful resolution model to the conflict in Kosovo: the monster had to be slain, the match of the century played, and the lucrative deal seized upon.