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Direction Metaphors in Political Discourse: Imran Khan and the Rhetoric of Change Vol. IV, No. III (Summer 2019) 57 a ‘wrong direction’ metaphors contributes to evoking an image of Khan as a guide from among the masses. Excessive use of metaphors pertaining to specific source domains reveals obsessions such as in the case of Imran Khan, the frequent use of metaphors from the direction source domain provides insight into the cognitive process that evokes a sense of change by conceptualizing direction as a means of breaking free from a destructive past. The list of activated conceptual metaphors is provided that allows us to delve into the cognitive process of the speaker as they are considered as links between language and the mental process thus providing information about the prevalent mindsets of the Pakistani politicians. Framework and Methodology This study uses the Critical Metaphor Analysis (CMA) approach given by Charteris-Black (2005) to qualitatively analyze metaphorical expressions pertaining to the journey/direction used by Imran Khan. CMA draws upon the semantic, pragmatic and cognitive domains of interpretation for analysis. Metaphors are identified using the Pragglejazz identification method for metaphors (PragglejazGroup, 2007). The study provides a discussion on metaphorical expressions drawn from journey and direction source domain in both Urdu and English and generates a list of conceptual metaphors.