This is a seminar delivered in 2018 on conceptual metaphor theory

1. CONCEPTUAL
METAPHORS
Ismail Perdawdy,
PhD. Candidate in Cognitive Semantics
2018

2. IN THIS SEMINAR, WE WILL LEARN ABOUT
1. Metaphor
2. The history of
Metaphorology
3. Conceptual Metaphor
Types
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3. DEFINITION OF
METAPHOR?
3

4. WHAT IS METAPHOR?
Raymond W. Gibbs’
anecdote
4

5.  For most of the people, metaphor is a
figure of speech in which one thing is
compared to another by saying that one
is the other, as in
 Jack is a lion.
 Encyclopaedia Britannica says:
“metaphor is a figure of speech that
implies comparison between two
unlike entities, as distinguished from
simile, an explicit comparison
signalled by the words like , or as”.
 Jack is like a lion. 5

6. The study of
metaphor:
Metaphorology
Traditional view
Modern view:
Cognitive Linguistic
Approach
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7. 7
Traditional view of
Metaphor
(Aristotle’s time-1980)

8. 1. Metaphor is a property of words; it is a
linguistic phenomenon.
2. Metaphor is used for some artistic
and rhetorical purpose, such as when
Shakespeare writes “all the world’s a
stage”.
3. Metaphor is based on resemblance
between the two entities that are
compared and identified.
Five Characteristics of Metaphor
(Traditional View) (1-3)

9. 4. Metaphor is a conscious and deliberate use
of words, and you must have a special
talent to be able to do it and do it well. Only
great poets or eloquent speakers can be its
masters.
5. It is also commonly held that metaphor is a
figure of speech that we can do without, we
use it for special effects, and it is not an
inevitable part of everyday human
communication.
Five Characteristics of Metaphor
(Traditional View) 4-5

10. 10
Modern view:
Cognitive Linguistic
Approach to
Metaphor

11. COGNITIVE LINGUISTIC APPROACH TO
METAPHOR (1980-PRESENT)
11
George Lakoff & Mark Johnson 1980

12. 12
LAKOFF AND JOHNSON CONFRONTED THE DEEPLY ROOTED VIEW OF
METAPHOR BY CLAIMING THAT:
1. Metaphor is a property of concepts,
and not of words.
2. The function of metaphor is to better
understand certain concepts, and not
just some artistic or esthetic purpose.
3. Metaphor is often not based on
similarity.

13. 13
LAKOFF AND JOHNSON CONFRONTED THE DEEPLY ROOTED
VIEW OF METAPHOR BY CLAIMING THAT: (CONTINUOUS)
4. Metaphor is used effortlessly in
everyday life by ordinary people, not
just by special talented people;
5. Metaphor, far from being a redundant
though pleasing linguistic ornament, is
an inevitable process of human thought
and reasoning.
Lakoff and Johnson showed convincingly
that metaphor is pervasive both in thought
and everyday language.

14. CONCEPTUAL METAPHOR
 He’s without direction in life.
 I’m where I want to be in life.
 I’m at a crossroads in my life.
 They’ll go places in life.
 He’s never let anyone get in his way.
 She’s gone through a lot in life.
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Where do we usually see the italicized parts
of the above sentences? In which domain?
JOURNEY

15. IN COGNITIVE LINGUISTICS
Metaphor is defined as understanding
one conceptual domain in terms of
another conceptual domain. Examples of
this include when we talk and think about
life in terms of journeys, about arguments
in terms of war, and so on.
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CONCEPTUAL DOMAIN (A) IS CONCEPTUAL DOMAIN (B)

16. 16
LIFE IS A JOURNEY.
A IS B
 He’s without direction in life.
 I’m where I want to be in life.
 I’m at a crossroads in my life.
 They’ll go places in life.
 He’s never let anyone get in his way.
 She’s gone through a lot in life.
Metaphoriclinguistic
expressions

17. THE TWO DOMAINS PARTICIPATING IN THE CONCEPTUAL
METAPHOR HAVE SPECIAL NAMES
1. The conceptual domain from which we
draw metaphorical expressions to
understand another conceptual domain is
called source domain.
2. The conceptual domain that is understood
this way is the target domain.
Thus, in LIFE IS A JOURNEY, life is the
target domain, while journey is the source
domain.
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18. SOME EXAMPLES OF CONCEPTUAL
METAPHOR
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 AN ARGUMENT IS WAR
 Your claims are indefensible.
 He attacked every weak point in my
argument.
 His criticism were right on target.
 I demolished his argument.
 I’ve never won an argument with him.
 You disagree? Okay, shoot!
 If you use that strategy, he’ll wipe you out.
 He shot down all of my arguments.

19. SOME EXAMPLES OF CONCEPTUAL
METAPHOR
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 LOVE IS JOURNEY
 Look how far we’ve come.
 We’re at a crossroads.
 We’ll just have to go our separate ways.
 We can’t turn back now.
 I don’t think this relationship is going
anywhere.
 We are stuck.
 It’s been a long, bumpy road.
 We’ve gotten of the track.
 This relationship is a dead-end street..

20. SOME EXAMPLES OF CONCEPTUAL
METAPHOR
IDEAS ARE FOOD
 All this paper has in it are raw facts, half-
baked
 There are too many facts here for me to
digest them all.
 I just can’t swallow that claim.
 Let me stew over that for a while.
 That’s food for thought.
 She devoured the book. 20

21. 21
Types of
Conceptual Metaphors
1. Structural
2. Ontological
3. Orientational

22. 1. STRUCTURAL METAPHOR
The examples we have so far given are structural
metaphors. In the structural metaphors:
 the source domain provides a relatively rich
knowledge structure for the target concept. In other
words, the cognitive function of these metaphors is
to enable speakers to understand target A by
means of the structure of source B. This
understanding takes place by means of conceptual
mappings between elements of A and elements of
B.
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23. CONCEPTUAL MAPPING
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24. TIME IS MONEY
 You’re wasting my time.
 I don’t have the time to give you.
 How do you spend your time these days.
 That flat tire cost me an hour.
 I’ve invested a lot of time in her.
 I don’t have enough time to spare for that
 You’re running out of time.
 Put aside some time for ping pong.
 Do you have some time left?
 He’s living on borrowed time.
 Thank you for your time.
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25. 25
 The person leading a
life
 His purposes
 The means for
achieving purposes.
 Difficulties in life.
 Counsellors
 Progress.
 Things you gauge your
progress by
 Choices in life.
 Material resources and
talents.
 a traveller.
 destinations
 routes
 impediments to travel
 guides
 the distance travelled
 landmarks
 crossroads
 provisions
Target (LIFE) Source (JOURNEY)
LIFE IS A JOURNEY

26. 26
2.

27. 27

28. EXAMPLES OF ONTOLOGICAL METAPHORS
THE MIND IS A MACHINE
 We’re still trying to grind out the
solution to this equation.
 My mind just isn’t operating today.
 Boy, the wheels are turning now!
 I’m a little rusty today.
 We’ve been working on this problem all
day and now we’re running out of steam.
( ‫‌نزين‬‫ه‬‫ب‬! )
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29. STATES ARE CONTAINERS
She’s in love.
We’re in trouble now.
He’s coming out of the coma.
I’m slowly getting into shape.
He entered a state of euphoria.
He fell into a depression.
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EXAMPLES OF ONTOLOGICAL METAPHORS

30. 3. ORIENTATIONAL METAPHORS
 Orientational metaphors provide even less
conceptual structure for target concepts than
ontological ones. Their cognitive job, instead,
is to make a set of target concepts coherent in
our conceptual system. The name derives
from the fact that most metaphors that serve
this function have to do with basic human
spatial orientations, such as up-down, center-
periphery, etc.
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31. EXAMPLES OF ORIENTATIONAL METAPHORS
HAPPY IS UP; SAD IS DOWN
 I’m feeling up.
 That boosted my spirits.
 You’re in high spirits.
 Thinking about her always gives me a lift.
 I’m depressed.
 He’s really low these days.
 I fell into a depression.
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32. SOME EXAMPLES OF ORIENTATIONAL METAPHOR
 CONSCIOUS IS UP; UNCONSCIOUS IS DOWN
Get up.
I’m up already.
He rises early in the morning.
He fell asleep.
He’s under hypnosis.
He sank into a coma. 32

33. EXAMPLES OF ORIENTATIONAL METAPHORS
HEALTH AND LIFE ARE UP; SICKNESS
AND DEATH ARE DOWN
He’s at the peak of health.
Lazarus rose from death.
He fell ill.
He came down with the flu.
He dropped dead.
He dropped dead.
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34. EXAMPLES OF ORIENTATIONAL METAPHORS
 MORE IS UP;LESS IS DOWN
 The number of books printed each year keeps
going up.
 His draft number is high.
 My income rose last year.
 The number of errors he made is incredibly low.
 He is underage.
 His income fell last year.
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35. BIBLIOGRAPHY
 Encyclopaedia Britannica
 Glucksbeg, S. (2001). Understanding figurative
language: From metaphors to idioms. Oxford: Oxford
University Press.
 Kövecses, Z. (2002). Metaphor: A practical introduction.
Oxford: Oxford University Press.
 Lakoff, G. & Johnson, M. (1980/2003). Metaphors we
live by. Chicago: The University of Chicago Press.
 http://www.unizd.hr/Portals/36/kolegiji/english%20lexicology/MET
APHOR07052008.pdf (from which the majority of the slides have
been taken, with thanks)
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36. THE END
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37. 37
Thank you
very much for
being here