Ever since the advent of marketing as a distinct domain of activity, the conceptual paradigm associated with it has undergone several changes of perspective, which can be broadly categorized as follows: the organizational frame of reference (1900-1950), the marketing approach (1950-1970) and the customer-oriented perspective that characterizes modern marketing (1970-present). Subsequently, one can identify specific correlations between the different approaches to marketing and the conceptual metaphors underlying each conceptual framework. Such metaphors serve as « announcers », mediators or indicators of conceptual changes. In this context, our paper aims at exploring the ramifications of the relationship metaphor that marks, from the linguistic point of view, the transition from the traditional marketing orientation to the customer-oriented perspective – namely relationship marketing. The main metaphors we are going to examine are the partnership metaphor and the love relationship metaphor.