What effects do metaphors have on thinking and what functions do they fulfill? The aim of the paper is to give a broad overview of the function and effect of metaphors and to examine their impact on thinking. For this purpose, examples from politics and advertising are examined and evaluated for metaphorical language use.
In order to be able to answer the question, the essence of metaphor will be outlined. Subsequently, the traditional metaphor theory according to Aristotle will be presented in order to offer an insight into the origins of metaphor theories and to be able to distinguish them from others. Since the cognitive metaphor theory according to Lakoff and Johnson serves as the basis of this paper, it will then be briefly presented and the most important types of metaphors will be described. Subsequently, criticisms of Lakoff's and Johnson's theory will be outlined.
Metaphors play a major role in our lives. They settle in our minds and occupy an important place in our language. Metaphors are much more than a rhetorical stylistic device in literary works. They determine everyday life and human thinking more than one might suspect. What appears to be everyday language turns out to be more metaphorical than one might assume at first glance. But metaphors are not only used unconsciously in everyday language, they are also used purposefully in political discourse and in advertising, where they unfold their full impact.
Table of Contents
1. Introduction
2. The essence of metaphors
3. The traditional metaphor theory according to Aristotle
4. The cognitive metaphor theory according to Lakoff and Johnson
4.1. The Basics of Cognitive Metaphor Theory
4.2. The different types of metaphors
4.3. The critique of metaphor theory according to Lakoff and Johnson
5. The effect of metaphors
5.1. The aspects of the investigation
5.2. Empirical metaphor research
5.3. Metaphors in political reporting
5.4. Metaphors in advertising
6. How do metaphors work?
7. Conclusion
8. Literature
Objectives and Topics
The primary objective of this work is to provide a comprehensive overview of the function and effect of metaphors while investigating their specific influence on human thought. The study explores how metaphors move beyond mere stylistic devices to structure cognition and perception in everyday life, political discourse, and commercial advertising.
- Theoretical foundations of metaphor from Aristotle to Lakoff and Johnson.
- Classification of cognitive metaphor types and their semantic roles.
- Empirical evidence on how metaphors subliminally influence decision-making.
- Analysis of metaphorical usage in contemporary political reporting and crisis communication.
- Examination of metaphors as strategic tools in modern advertising campaigns.
Excerpt from the Book
4.1. The Basics of Cognitive Metaphor Theory
George Lakoff and Mark Johnson started their work in 1980 Metaphors We Live By very well received. They found that metaphors are not only a means of rhetoric, but rather determine everyday language and thus also thought and action (cf. Lakoff/Johnson 2008: 11). They justify this in the fact that the concepts that structure everyday thinking and acting are largely metaphorical, which means that metaphors unconsciously structure thinking (cf.: ibid.). Unconsciously used metaphors in everyday language are described by Lakoff and Johnson as "conventionalized Metaphors" (ibid.: 161). Furthermore, the metaphorical concepts are primarily culture-dependent, since phenomena can be conceptualized differently by different cultures (cf. ibid:17).
Lakoff and Johnson illustrate this, among other things, with the example of "ARGUING IS WAR" (ibid.: 12-14); the concept of argumentation is partially structured by the concept of warfare: for example, one can make arguments of the opponent putting down, defending positions and use strategies, to make an argument to win (cf. ibid.: 12). Both the concept, the action and the language are structured by metaphors and have become established in the language of everyday life, so that they do not appear metaphorical to us in everyday use (cf. ibid.: 13-14).
Another essential aspect of cognitive metaphor theory is that the origin of metaphors lies largely in the physical experiences of man (cf. ibid.: 71). For example, the concept "BEING AWAKE IS UP / SLEEPING IS DOWN" (ibid.: 23) illustrates how we structure language based on our physical experience. This is how metaphorical expressions such as "Stand up" are created. on. awake on." or "He Sank into a deep sleep." (ibid.). In addition to physical experiences, emotional, mental and cultural experiences also play a role (cf. ibid.: 73). Thus, the metaphorical concepts can also give rise to "idioms" and "lexicalized fixed word combinations" (ibid.: 65), which can also be found equally in everyday language use.
Summary of Chapters
1. Introduction: This chapter outlines the role of metaphors in daily life and establishes the research question regarding their functions and effects on human thinking.
2. The essence of metaphors: Defines metaphors semantically, providing examples of how concepts are transferred from an area of origin to a target area to enhance understanding.
3. The traditional metaphor theory according to Aristotle: Reviews the historical origins of metaphor theory, focusing on Aristotle's rhetorical view of metaphors as linguistic tools for establishing similarities.
4. The cognitive metaphor theory according to Lakoff and Johnson: Details the modern approach where metaphors are viewed as foundational to thought and everyday action, including a critical discussion of the theory's limitations.
5. The effect of metaphors: Investigates the practical application of metaphors through empirical research and examines their usage in political reporting and advertising.
6. How do metaphors work?: Explains why metaphors significantly influence thinking by addressing the unconscious nature of cognition and the physical conditioning of language.
7. Conclusion: Summarizes the findings, confirming that metaphors are essential, versatile tools that structure our perception of abstract phenomena.
8. Literature: Lists the academic sources and references utilized throughout the research.
Keywords
Cognitive Metaphor Theory, Lakoff and Johnson, Aristotle, Political Reporting, Advertising, Metaphorical Structuring, Everyday Language, Empirical Research, Semantic Phenomena, Rhetoric, Conceptual Metaphor, Mental Mapping, Cultural Dependence, Crisis Communication, Psycho-linguistics.
Frequently Asked Questions
What is the primary focus of this work?
The work explores how metaphors function beyond mere linguistic decoration, serving as cognitive frameworks that shape our everyday thought, political discourse, and decision-making.
What are the central thematic areas discussed?
The key themes include the evolution of metaphor theory from Aristotle to Lakoff and Johnson, the cognitive impact of metaphorical structures, and their practical application in politics and advertising.
What is the core research question?
The research asks what specific effects metaphors have on human thinking and what functions they fulfill in structuring our understanding of reality.
Which methodology is employed in this study?
The study utilizes a theoretical literature review combined with a qualitative analysis of metaphorical usage in contemporary media, such as political reports on the Greek crisis and Red Bull's advertising campaigns.
What topics are covered in the main body?
The main body covers the definition of metaphors, traditional vs. cognitive theories, empirical evidence from psychological experiments, and case studies in political and commercial communication.
Which keywords best characterize this publication?
Key terms include Cognitive Metaphor Theory, Conceptual Metaphor, Rhetoric, Semantic Structuring, and the influence of language on unconscious cognitive processes.
How do metaphors specifically function in the context of the Greek crisis?
Metaphors of "disease" are used to describe economic issues, helping to structure abstract financial concepts into tangible, understandable scenarios, though they also risk framing political figures in biased ways.
What does the author conclude about the "Red Bull gives wings" slogan?
The slogan demonstrates how advertising uses metaphorical comedy and the concept of "GOOD IS ABOVE" to associate the product with positive human aspirations like lightness and achievement.
- Quote paper
- Stefanie Poschen (Author), 2015, The cognitive metaphor theory according to Lakoff and Johnson, Munich, GRIN Verlag, https://www.grin.com/document/1176112
