This revised edition includes a new Preface outlining developments in Relevance Theory since 1986, discussing the more serious criticisms of the theory, and ...

The now-classic Metaphors We Live By changed our understanding of metaphor and its role in language and the mind. Metaphor, the authors explain, is a fundamental mechanism of mind, one that allows us to use what we know about our physical and social experience to provide understanding of countless other subjects. Because such metaphors structure our most basic understandings of our experience, they are "metaphors we live by"--metaphors that can shape our perceptions and actions without our ever noticing them. In (...) this updated edition of Lakoff and Johnson's influential book, the authors supply an afterword surveying how their theory of metaphor has developed within the cognitive sciences to become central to the contemporary understanding of how we think and how we express our thoughts in language. (shrink)

Until recently, cognitive science focused on such mental functions as problem solving, grammar, and pattern-the functions in which the human mind most closely resembles a computer. But humans are more than computers: we invent new meanings, imagine wildly, and even have ideas that have never existed before. Today the cutting edge of cognitive science addresses precisely these mysterious, creative aspects of the mind.The Way We Think is a landmark analysis of the imaginative nature of the mind. Conceptual blending is already (...) widely known in research laboratories throughout the world; this book, written to be accessible to both lay readers and interested scientists, is its definitive statement. Gilles Fauconnier and Mark Turner show that conceptual blending is the root of the cognitively modern human mind, and that conceptual blends themselves are continually combined and reblended to create the rich mental fabric in which we live.The Way We Think shows how this blending operates; how it is affected by (and gives rise to) language, identity, culture, and invention; and how we imagine what could be and what might have been. The result is a bold and exciting new view of how the mind works. (shrink)

The New Rhetoric is founded on the idea that since “argumentation aims at securing the adherence of those to whom it is addressed, it is, in its entirety, relative to the audience to be influenced,” says Chaïm Perelman and L. Olbrechts-Tyteca, and they rely, in particular, for their theory of argumentation on the twin concepts of universal and particular audiences: while every argument is directed to a specific individual or group, the orator decides what information and what approaches will achieve (...) the greatest adherence according to an ideal audience. This ideal, Perelman explains, can be embodied, for example, "in God, in all reasonable and competent men, in the man deliberating or in an elite.” Like particular audiences, then, the universal audience is never fixed or absolute but depends on the orator, the content and goals of the argument, and the particular audience to whom the argument is addressed. These considerations determine what information constitutes "facts" and "reasonableness" and thus help to determine the universal audience that, in turn, shapes the orator's approach. /// The adherence of an audience is also determined by the orator's use of values, a further key concept of the New Rhetoric. Perelman's treatment of value and his view of epideictic rhetoric sets his approach apart from that of the ancients and of Aristotle in particular. Aristotle's division of rhetoric into three genres–forensic, deliberative, and epideictic–is largely motivated by the judgments required for each: forensic or legal arguments require verdicts on past action, deliberative or political rhetoric seeks judgment on future action, and epideictic or ceremonial rhetoric concerns values associated with praise or blame and seeks no specific decisions. For Aristotle, the epideictic genre was of limited importance in the civic realm since it did not concern facts or policies. Perelman, in contrast, believes not only that epideictic rhetoric warrants more attention, but that the values normally limited to that genre are in fact central to all argumentation. "Epideictic oratory," Perelman argues, "has significant and important argumentation for strengthening the disposition toward action by increasing adherence to the values it lauds.” These values are central to the persuasiveness of arguments in all rhetorical genres since the orator always attempts to "establish a sense of communion centered around particular values recognized by the audience.”. (shrink)

Book synopsis: With the emergence of democracy in the city-state of Athens in the years around 460 BC, public speaking became an essential skill for politicians in the Assemblies and Councils - and even for ordinary citizens in the courts of law. In response, the technique of rhetoric rapidly developed, bringing virtuoso performances and a host of practical manuals for the layman. While many of these were little more than collections of debaters' tricks, the Art of Rhetoric held a far (...) deeper purpose. Here Aristotle establishes the methods of informal reasoning, provides the first aesthetic evaluation of prose style and offers detailed observations on character and the emotions. Hugely influential upon later Western culture, the Art of Rhetoric is a fascinating consideration of the force of persuasion and sophistry, and a compelling guide to the principles behind oratorical skill. (shrink)

I propose that an account of metaphor understanding which covers the full range of cases has to allow for two routes or modes of processing. One is a process of rapid, local, on-line concept construction that applies quite generally to the recovery of word meaning in utterance comprehension. The other requires a greater focus on the literal meaning of sentences or texts, which is metarepresented as a whole and subjected to more global, reflective pragmatic inference. The questions whether metaphors convey (...) a propositional content and what role imagistic representation plays receive somewhat different answers depending on the processing route. (shrink)

Author Max Black argues that language should conform to the discovered regularities of experience it is radically mistaken to assume that the conception of language is a mirror of reality.

This paper explores the trade-off between cognitive effort and cognitive effects during immediate metaphor comprehension. We specifically evaluate the fundamental claim of relevance theory that metaphor understanding, like all utterance interpretation, is constrained by the presumption of optimal relevance (Sperber and Wilson, 1995, p. 270): the ostensive stimulus is relevant enough for it to be worth the addressee’s effort to process it, and the ostensive stimulus is the most relevant one compatible with the communicator’s abilities and preferences. One important implication (...) of optimal relevance is that listeners follow a path of least effort and stop processing at the first interpretation that satisfies their expectation of relevance. They do this by trying to minimize cognitive effort while maximizing cognitive effects. Some relevance theory scholars suggest that metaphors should require additional cognitive effort to be understood, and that in return they yield more cognitive effects than does literal speech. Others claim that metaphors may be understood quickly, as soon as people infer enough effects for the speaker’s utterance to meet their expectation of optimal relevance. Our analysis of the experimental evidence suggests that there is no systematic relationship between cognitive effort and cognitive effects in metaphor comprehension. We conclude that relevance theory need not make any general predictions about the effort needed to comprehend metaphors. Nevertheless, relevance theory is consistent with many of the findings in psycholinguistics on metaphor understanding, and can account for aspects of metaphor understanding that no other theory can explain. (shrink)

The interpretation of metaphorical utterances often results in the attribution of emergent properties, which are neither standardly associated with the individual constituents in isolation nor derivable by standard rules of semantic composition. An adequate pragmatic account of metaphor interpretation must explain how these properties are derived. Using the framework of relevance theory, we propose a wholly inferential account, and argue that the derivation of emergent properties involves no special interpretive mechanisms not required for the interpretation of ordinary, literal utterances.

How do we make sense of our experience? In order to understand how we construct meaning, the varied and complex relationships among language, mind, and culture need to be understood. While cognitive linguists typically study the cognitive aspects of language, and linguistic anthropologists typically study language and culture, Language, Mind, and Culture is the first book to combine all three and provide an account of meaning-making in language and culture by examining the many cognitive operations in this process. In addition (...) to providing a comprehensive theory of how we can account for meaning making, Language, Mind, and Culture is a textbook for anyone interested in the fascinating issues surrounding the relationship between language, mind, and culture. Further, the book is also a "practical" introduction: most of the chapters include exercises that help the student understand the theoretical issues. No prior knowledge of linguistics is assumed, and the material is accessible and useful to students in a variety of other disciplines, such as anthropology, English, sociology, philosophy, psychology, communication, rhetoric, and others. Language, Mind, and Culture helps us make sense of not only linguistic meaning but also of some of the important personal and social issues we encounter in our lives as members of particular cultures and as human beings. (shrink)

_Moral Politics_ takes a fresh look at how we think and talk about political and moral ideas. George Lakoff analyzed recent political discussion to find that the family—especially the ideal family—is the most powerful metaphor in politics today. Revealing how family-based moral values determine views on diverse issues as crime, gun control, taxation, social programs, and the environment, George Lakoff looks at how conservatives and liberals link morality to politics through the concept of family and how these ideals diverge. Arguing (...) that conservatives have exploited the connection between morality, the family, and politics, while liberals have failed to recognized it, Lakoff explains why conservative moral position has not been effectively challenged. A wake up call to political pundits on both the left and the right, this work redefines how Americans think and talk about politics. (shrink)

This study presents an approach to metaphor that systematically takes contextual factors into account. It analyses how metaphors both depend on, and change, the context in which they are uttered, and specifically, how metaphorical interpretation involves the articulation of asserted, implied and presupposed material. It supplements this semantic analysis with a practice-based account of metaphor at the conceptual level, which stresses the role of sociocultural factors in concept formation.

Current research findings on metaphor in language and thought may be interpreted as producing a paradox of metaphor; that is, most metaphor is not processed metaphorically by a cross-domain mapping involving some form of comparison. This paradox can be resolved by attending to one crucial aspect of metaphor in communication: the question whether metaphor is used as deliberately metaphorical or not. It is likely that most deliberate metaphor is processed metaphorically (by comparison), as opposed to most nondeliberate metaphor, which may (...) be assumed to be typically not processed metaphorically (that is, by categorization). This resolves the paradox of metaphor because it suggests that all “metaphor in communication” (all deliberate metaphor) is processed metaphorically. Detailed comments are offered on the notion of metaphor deliberateness and on the nature of a three-dimensional model of metaphor in discourse involving metaphor in language, thought, and communication. (shrink)

On the relevance-theoretic approach outlined in this paper, linguistic metaphors are not a natural kind, and ―metaphor‖ is not a theoretically important notion in the study of verbal communication. Metaphorical interpretations are arrived at in exactly the same way as literal, loose and hyperbolic interpretations: there is no mechanism specific to metaphors, and no interesting generalisation that applies only to them. In this paper, we defend this approach in detail by showing how the same inferential procedure applies to utterances at (...) both ends of the literal-loose-metaphorical continuum, and how both literal and metaphorical utterances may create poetic effects. (shrink)

A provoking new approach to how we understand metaphors thoroughly comparing and contrasting the claims made by relevance theorists and cognitive linguists. The resulting hybrid theory shows the complementarity of many positions as well as the need and possibility of achieving a broader and more realistic theory of our understanding.