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This article proposes an alternative to Hinds ' (1987) claim that Japanese message receivers, when compared to English, have more responsibility for successful completion of intended communication than do Japanese message producers. In a reanalysis of both the Japanese and English versions of the same newspaper column that Hinds used äs basis for his argument, it is instead suggested that äs long äs writer and reader share the same set of cultural beliefs, life experiences, äs well äs similar conceptual and linguistic abilities, comprehension of Japanese messages in general does not require any greater cognitive effort on the part of the reader than understanding of English messages does. The text versions äre äiialyzed on both the macro level to consider matters of discourse form and also at a micro level to consider the cognitive processing of propositional structure, image-schemata, metaphor and metonymy.

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The careful use of metaphors is not new to fundraising discourse. This chapter shows the function and assumptions underlying common metaphors in fundraising discourse.