Journey Metaphors are among the most pervasive source domains used both in daily life and in political discourse as they follow a clearcut source-path-goal schema where the direction is a fundamental element. The crossdomain mapping between source and target domains is a means of gaining insight into the cognitive activity of the speaker. Metaphors of the journey are widely used in the political discourse generated by Imran Khan with special emphasis upon direction. Metaphorical expressions identified from speeches of Imran in both English and Urdu language have been analyzed using the Critical Metaphor Analysis approach given by Charteris-Black (2005) where linguistic metaphors have been interpreted semantically, pragmatically and in cognition to generate conceptual metaphors. Khan’s obsession with direction activates the PAKISTAN IS OFF TRACK conceptual metaphor necessitating a journey of change under his leadership. He highlights the failures of others to evoke images of a destructive past from which freedom becomes essential.

Metaphors may produce desired sensations because of figurative metaphoric connections, and they can speed up the processing of complicated or abstract material. As a result, a growing body of advertising research has focused on this topic in recent decades.This study provides a review of metaphoric research in the marketing literature, explains why metaphoric advertising is important for achieving key advertising objectives and points out critical research gaps in the existing literature. Marketers often use metaphors in their persuasive discussions with customers, and they suggest that a product, brand, service, or company propagate a distinct concept. Marketers accomplish a variety of goals,including gaining customers' attention, engraving imagery, highlighting comparisons, suggesting a bond between an idea and product, explaining a complicated or technical product, and affecting the opinions and thoughts of consumers. Advertisers would benefit from understanding how people process metaphors, if consumers understand metaphors employed in marketing.