Journal Paper Published

Gendered Metaphor as a Persuasive Tool in Venture Capital Pitches

Pan, B., Zeng, W.*, & Ahrens, K. (2026). Gendered Metaphor as a Persuasive Tool in Venture Capital Pitches. Business and Professional Communication Quarterly.

DOI: https://doi.org/10.1177/23294906251408377

Abstract

This study examines how metaphor and gender interact in venture capital pitches. We analyzed 60 pitches from a global competition, comparing metaphor usage between male and female winners and non-winners. Results show distinct metaphor preferences: male entrepreneurs used more BUILDING metaphors, while female entrepreneurs used more WAR and PLANT metaphors. The association between WAR metaphors and female winners suggests strategic metaphorical framing interacts with gender to impact persuasion. These findings reveal that gender norms influence decision making, and entrepreneurs can leverage metaphor to construct persuasive advantages, providing strategic and pedagogical direction for refining their figurative language in practice and training.

Keywords

business discourse, Gender, metaphor, source domain, venture capital pitch