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Cognitive Explorations into Metaphor and Metonymy

Frank Polzenhagen, Zoltan Kövecses, Stefanie Vogelbacher and Sonja Kleinke

This volume presents selected contributions to an annual symposium on metaphor and metonymy held at the English Department of Heidelberg University. It brings together papers by lecturers, PhD students and graduates from three universities – Heidelberg University, Eötvös Loránd University in Budapest, and the University of East Anglia in Norwich. The contributions illustrate the plurality of perspectives and methods in current cognitive-linguistic research on metaphor and metonymy and exemplify some of the ways in which they can be combined. The papers also attest to the wide range of domains and topics to which metaphor- and metonymy-based research can be applied, including emotion terms, political and scientific discourse, morphology, cross-cultural variation and internet communication.
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Emotional Value metaphors: A new class of Interest metaphors in advertising: Katrin Strobel

1. Introduction

Extract

EMOTIONAL VALUE metaphors: A new class of INTEREST metaphors in advertising

        Katrin Strobel (Heidelberg)

[M]etaphor plays a role in human thought, understanding, and reasoning and, beyond that, in the creation of our social, cultural, and psychological reality. Trying to understand metaphor, then, means attempting to understand a vital part of who we are and what kind of world we live in. (Kövecses 2010: xiif.)

The cognitive linguistic approach to metaphor has shown that metaphor can no longer be seen as a rhetorical device or figure of speech which is used for its aesthetic delight, but must be seen as a way of understanding the world. Lakoff and Johnson’s seminal work Metaphors We Live By set off an avalanche of research on metaphor as a “system of thought” (Evans & Green 2006: 294). Since its publication in 1980, various disciplines, such as linguistics, cognitive science, philosophy or psychology, have taken up the view of metaphors as being deeply anchored in our conceptual system and ‘Conceptual Metaphor Theory’ has developed substantially (Lakoff & Johnson 2003: 243ff.).

One of the fields to which the cognitive view of metaphor has been fruitfully applied is the analysis of advertising (Ungerer & Schmid 2006: 281ff.; Fauconnier & Turner 2003: 65ff.; Kövecses 2010: 65). Studies are available on American car names (Piller 1996) and perfume trade names (Vorlat 1985), on gender metaphors (Velasco-Sacristán & Fuertes-Olivera 2006), multimodal metaphors (Forceville 2009) and pictorial metaphors in print...

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