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)

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)

The aim of this chapter is to explore the relationship between metaphor and reasoning, by claiming that argumentation might act as a bridge between metaphor and reasoning. Firstly, the chapter introduces metaphor as a framing strategy through which some relevant properties of a source domain are selected to understand a target domain. The mapping of properties from the source to the target domain implicitly forces the interpreter to consider the target from a specific perspective. Secondly, the chapter presents metaphor as (...) an implicit argument where some inferences can be drawn from the comparison between the source and the target domain. In particular, this chapter aims to understand whether and to what extent such an argument might be linked to analogical reasoning. The chapter argues that, in case of faulty analogy, this kind of argument might have the form of a quaternio terminorum, where metaphor is the middle term. Finally, the chapter presents the results of an experimental study, aiming to test the effect of the linguistic nature of the middle term on the detection of such faulty analogy. The chapter concludes that a wider context is needed to make sense of an analogical argument with novel metaphors, whilst in a narrow context, a lexicalised metaphor might be extended and the overall argument might be interpreted as metaphoric. (shrink)

This paper examines patterns of metaphor in usage. Four samples of text excerpts of on average 47,000 words each were taken from the British National Corpus and annotated for metaphor. The linguistic metaphor data were collected by five analysts on the basis of a highly explicit identification procedure that is a variant of the approach developed by the Pragglejaz Group (Metaphor and Symbol 22: 1–39, 2007). Part of this paper is a report of the protocol and the reliability of the (...) procedure. Data analysis shows that, on average, one in every seven and a half lexical units in the corpus is related to metaphor defined as a potential cross-domain mapping in conceptual structure. It also appears that the bulk of the expression of metaphor in discourse consists of non-signalled metaphorically used words, not similes. The distribution of metaphor-related words, finally, turns out to be quite variable between the four registers examined in this study: academic texts have 18.5%, news 16.4%, fiction 11.7%, and conversation 7.7%. The systematic comparative investigation of these registers raises new questions about the relation between cognitive linguistic and other approaches to metaphor. (shrink)

In this book two of the leading figures in argumentation theory present a view of argumentation as a means of resolving differences of opinion by testing the acceptability of the disputed positions. Their model of a 'critical discussion' serves as a theoretical tool for analysing, evaluating and producing argumentative discourse. They develop a method for the reconstruction of argumentative discourse that takes into account all aspects that are relevant to a critical assessment. They also propose a practical code of behaviour (...) for discussants who want to resolve their differences in a reasonable way. This is a major contribution to the study of argumentation and will be of particular value to professionals and graduate students in speech communication, informal logic, rhetoric, critical thinking, linguistics, and philosophy. (shrink)

Combining up-to-date scholarship with clear and accessible language and helpful exercises, Metaphor: A Practical Introduction is an invaluable resource for all readers interested in metaphor. This second edition includes two new chapters--on 'metaphors in discourse' and 'metaphor and emotion' --along with new exercises, responses to criticism and recent developments in the field, and revised student exercises, tables, and figures.

Reexamines the Western philosophical tradition, looking at the basic concepts of the mind, time, causation, morality, and the self.

This paper examines from a cognitive perspective the rhetorical and epistemic advantages that can be gained from the use of (extended) metaphors in political discourse. We defend the assumption that extended metaphors can be argumentatively exploited, and provide two arguments in support of the claim. First, considering that each instantiation of the metaphorical mapping in the text may function as a confirmation of the overall relevance of the main core mapping, we argue that extended metaphors carry self-validating claims that increase (...) the chances of their content being accepted. Second, we show how the recognition of an extended metaphor’s sophistication and relevance (on behalf of the addressee) can benefit the speaker’s perceived competence (ethos). We then assess whether these two arguments measure against the dual epistemic monitoring postulated in the notion of epistemic vigilance (i.e., assessment of the source of a message and assessment of the message) and conclude that extended metaphors may fulfil the requirements of epistemic vigilance and lead to the stabilisation of a belief. We illustrate our account with an analysis of the extended metaphor of the USA as an empire found in a political pamphlet written by the Swiss politician Oskar Freysinger. (shrink)

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)

The book also comes with an exhaustive array of study aids that enable the reader to monitor and enhance the learning process.

by the question in its being an answer, if only in a circumstantial (i. e. inessential) manner. One indeed must question oneself in order to remember, says Plato, but the dialectic, which would be scientific, must be something else even if it remains a play of question and answer. This contradiction did not escape Aristotle: he split the scientific from the dialectic and logic from argumentation whose respective theories he was led to conceive in order to clearly define their boundaries (...) and specificities. As for Plato, he found in the famous theory of Ideas what he sought in order to justify knowledge as that which is supposed to hold its truth only from itself. What do Ideas mean within the framework of our approach? In what consists the passage from rhetoric to ontology which leads to the denaturation of argumentation? When Socrates asked, for example, "What is virtue?", he thought one could not answer such a question because the answer refers to a single proposition, a single truth, whereas the formulation of the question itself does not indicate this unicity. For any answer, another can be given and thus continuously, if necessary, until eventually one will come across an incompatibility. Now, to a question as to what X, Y, or Z is, one can answer in many ways and nothing in the question itself prohibits multiplicity. Virtue is courage, is justice, and so on. (shrink)

ABSTRACT: In this essay I characterize arguments by analogy, which have an impor- tant role both in philosophical and everyday reasoning. Arguments by analogy are dif- ferent from ordinary inductive or deductive arguments and have their own distinct features. I try to characterize the structure and function of these arguments. It is further discussed that some arguments, which are not explicit arguments by analogy, nevertheless should be interpreted as such and not as inductive or deductive arguments. The result is that (...) a presumed outcome of a philosophical dispute will have to be reconsidered. (shrink)