Combining principles of peace education and political discourse analysis, this study dwells on one powerful metaphorical mechanism engaged in by Israeli political leaders: war-normalizing metaphors, a mechanism for framing war as part of human nature and normal life. Six core semantic fields were identified as particularly useful "raw material" in creating war-normalizing metaphors: women's work, commerce, child's game, sport, nature and tourism. The case study is based on the rhetoric employed by Israeli politicians during the years 1967-1973, a period during which Israel participated in no fewer than three wars. During those same years, several peace initiatives were initiated but eventually failed. The contribution of this article is dual. First, it looks at the role of the discourse as either facilitating or obstructing achievement of a culture of peace or the converse--a culture of violence. Second, it demonstrates the importance of peace education, especially for political leaders, in an attempt to heighten their awareness, refine their sensitivity and improve their rhetorical skills regarding war and peace discourse in addition to their general responsibility for the language they use. (Contains 1 figure and 9 notes.)