This study investigates the use of metaphors and the prospect of gain/loss conveyed in the coverage of the pandemic in a leading conventional news outlet in Macau. We discovered that war metaphors have predominantly been used in reports in the Macau Daily News, and have identified three sets of lexical expressions used in these metaphors. The main themes conveyed by the war metaphors include describing the gravity of the situation, communicating anti-pandemic measures, and urging the public to participate in anti-pandemic efforts. In addition, the persuasive messages contained in the appeals for joint action are examined in terms of gain/loss frames and collectivistic versus individualistic appeals. We argue for an analytical framework that encompasses both conceptual metaphors and gain/loss framing in subsequent studies on persuasive messaging.