The article proposes a comprehensive study of conceptual metaphors in newspaper text as tools for text formation, based on the theory of actual division, the analysis of metaphorical projections and the relationship of metaphor implications. The analysis carried out in different aspects made it possible to see the functions of the conceptual metaphor in the text, to trace the theme-rheumatic structure of the text, to identify the implications of the metaphor important for the text and its relationship with the non-metaphorical environment, and ultimately to understand the author’s intentions of the journalist.