The article undertakes a study of the specifics of using conceptual metaphors for the deployment of analytical newspaper texts. Based on the cognitive theory of metaphor, text-forming capabilities of metaphor are considered through the prism of the theory of actual articulation, image-scheme theory, theory of projections and metaphor implications, several text models have been identified, the theme-rheumatic structures of which relate to different figurative schemes. We consider the types of modeling projections and implications of metaphors at the text level. The interaction of metaphorical models and non-metaphoric context is analyzed. It is shown that the metaphor is able to ensure the coherence and integrity of the text.