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?
Objectives and Key Themes
The objective of this work is to provide a comprehensive overview of the function and effect of metaphors, investigating their impact on thinking. This is achieved through the examination and evaluation of metaphorical language use in political discourse and advertising. While definitive proof of the effects of metaphors cannot be established within this work (requiring further empirical studies), conclusions regarding their function and effect will be drawn.
- The essence and semantic description of metaphors.
- A comparison of traditional and cognitive metaphor theories.
- Analysis of the effects of metaphors on thinking.
- Examination of metaphorical language use in politics and advertising.
- The functions metaphors fulfill and their influence on thinking.
Chapter Summaries
1. Introduction: This introductory chapter establishes the significance of metaphors in everyday language, political discourse, and advertising. It highlights the pervasive nature of metaphorical thinking and introduces the central research question: What effects do metaphors have on thinking, and what functions do they fulfill? The chapter outlines the scope of the work, emphasizing that while conclusive proof regarding the effects of metaphors will not be provided, the analysis will explore their functions and draw conclusions about their impact. The structure of the work is also presented, indicating the progression from defining metaphors to examining their usage in specific contexts.
2. The essence of metaphors: This chapter delves into the definition and semantic description of metaphors. It uses Löbner's definition, explaining the concept of borrowing concepts from an origin area to describe a target area, illustrated by the example of "taking someone under your wing." The chapter connects this definition with Lakoff and Johnson's perspective on metaphors as tools for understanding and experiencing one thing in terms of another. The concept of conventional or "dead" metaphors is introduced, highlighting how some metaphors become so integrated into language that they are no longer recognized as such. This foundational chapter sets the stage for further exploration of metaphor theory.
3. The traditional metaphor theory according to Aristotle: This chapter explores the historical roots of metaphor theory, focusing on Aristotle's contributions. Aristotle's views on metaphors as rhetorical tools for illustration and for "reviving" inanimate objects are discussed, using examples from his work "Poetics." The chapter examines Aristotle's categorization of metaphorical transfers—from genus to species, species to genus, and between species—and his inclusion of analogy as a form of metaphor. While noting that modern understanding of metaphor has evolved, this section establishes a crucial historical context for understanding contemporary theories.
Frequently Asked Questions: A Comprehensive Language Preview
What is the main topic of this language preview?
This preview provides a comprehensive overview of metaphors, exploring their function and effect on thinking. It examines metaphorical language use in political discourse and advertising, comparing traditional and cognitive metaphor theories.
What are the key themes explored in this preview?
Key themes include the essence and semantic description of metaphors; a comparison of traditional (Aristotle) and cognitive (Lakoff and Johnson) metaphor theories; analysis of metaphors' effects on thinking; examination of metaphorical language use in politics and advertising; and the functions metaphors fulfill and their influence on thinking.
What is the objective of this work?
The objective is to provide a thorough overview of the function and effect of metaphors, investigating their impact on thinking through the examination and evaluation of their use in political discourse and advertising. While definitive proof of effects isn't possible within this work, conclusions regarding their function and impact will be drawn.
What are the chapter summaries provided in the preview?
The preview includes summaries of six chapters: An introduction establishing the significance of metaphors and outlining the research question; a chapter defining and semantically describing metaphors; a chapter exploring Aristotle's traditional metaphor theory; a chapter on Lakoff and Johnson's cognitive metaphor theory; a chapter analyzing the effects of metaphors, including their use in political reporting and advertising; and a chapter on how metaphors work.
What is the scope of the analysis regarding the effects of metaphors?
The preview states that while conclusive proof regarding the effects of metaphors won't be provided, the analysis will explore their functions and draw conclusions about their impact based on the examination of their usage in specific contexts (political discourse and advertising).
How does the preview cover the theory of metaphors?
The preview compares and contrasts traditional metaphor theory (Aristotle) with cognitive metaphor theory (Lakoff and Johnson). It examines different types of metaphors and critiques of these theories.
What specific applications of metaphors are analyzed?
The preview specifically analyzes metaphorical language use in political reporting and advertising to illustrate the effects of metaphors in real-world contexts.
What is the definition of metaphor used in this preview?
The preview utilizes Löbner's definition, explaining metaphors as borrowing concepts from an origin area to describe a target area, connecting this with Lakoff and Johnson's view of metaphors as tools for understanding and experiencing one thing in terms of another.
What types of metaphors are discussed?
The preview discusses conventional or "dead" metaphors, which have become integrated into language and are no longer recognized as such.
What is the structure of the overall work?
The work progresses from defining metaphors and exploring different theories to examining their usage in specific contexts, such as political discourse and advertising.
- Quote paper
- Stefanie Poschen (Author), 2015, The cognitive metaphor theory according to Lakoff and Johnson, Munich, GRIN Verlag, https://www.grin.com/document/1176112
