Curative or beauty treatment? Language and manipulation in leaflets of medical devices

2020 ◽  
Vol 40 (6) ◽  
pp. 777-797
Author(s):  
Magdalena Zyga
Keyword(s):  
Medical Devices ◽  
Theoretical Basis ◽  
Conceptual Metaphor ◽  
Cognitive Models ◽  
German Language ◽  
Contemporary Theory ◽  
Gricean Maxims ◽  
Metaphor And Metonymy

AbstractThe aim of the paper is to examine the mechanisms of potential (cognitive) manipulation used in the leaflets of selected medical devices. The assumption is that in the texts under analysis some of the Gricean conversational maxims are violated in an attempt at discursive manipulation or can be perceived as violated by the reader, which is favoured by activation of certain idealized cognitive models (ICMs). For the purposes of the study leaflets of four antifungal medical devices – their English- and German-language versions – are examined. The theoretical basis is mainly centred on the Gricean notion of implicature and the contemporary theory of conceptual metaphor and metonymy. The texts are analysed at relevant sub-tiers (for instance metaphor-metonymy conceptual tier) of particularly the sectional and conceptual tier. The examination of the selected leaflets reveals that the texts evoke certain ICMs whose presence seems to result – in 3 out of 4 leaflets – from, to a large extent, the intention to at least bend some Gricean maxims. Hence, the reader might be under the impression that the product does something that is not explicitly promised.

Metaphor, Cognition, Culture

2018 ◽  
Author(s):  
Zoltán Kövecses
Keyword(s):  
Conceptual Metaphor ◽  
The Other ◽  
Conceptual Metaphor Theory ◽  
Conceptual Metaphors ◽  
Culture And Cognition ◽  
Metaphor Theory ◽  
The One ◽  
Cultural Reality ◽  
Metaphor And Metonymy

The chapter reports on work concerned with the issue of how conceptual metaphor theory (CMT) functions as a link between culture and cognition. Three large areas are investigated to this effect. First, work on the interaction between conceptual metaphors, on the one hand, and folk and expert theories of emotion, on the other, is surveyed. Second, the issue of metaphorical universality and variation is addressed, together with that of the function of embodiment in metaphor. Third, a contextualist view of conceptual metaphors is proposed. The discussion of these issues leads to a new and integrated understanding of the role of metaphor and metonymy in creating cultural reality and that of metaphorical variation across and within cultures, as well as individuals.

An analysis of Arabic metaphorical and/or metonymical compounds

2018 ◽  
Vol 8 (1) ◽  
pp. 100-133 ◽  
Author(s):  
Aseel Zibin ◽  
Abdel Rahman Mitib Salim Altakhaineh
Keyword(s):  
Native Speaker ◽  
Conceptual Metaphor ◽  
The Other ◽  
Conceptual Blending ◽  
Semantic Transparency ◽  
Conceptual Metaphor Theory ◽  
Metaphor Theory ◽  
The One ◽  
Metaphor And Metonymy

Abstract This study provides an analysis of Arabic metaphorical and/or metonymical compounds, extracted from a 20,000-word corpus, based on Conceptual Metaphor Theory and Conceptual Blending Theory. The analysis focuses on the semantic transparency of these compounds, on the one hand, and their linguistic creativity, on the other. In line with Benczes (2006, 2010), we suggest that the comprehension of Arabic metaphorical and/or metonymical compounds is possibly one of degree depending on which element is affected by metaphor and metonymy. Here, it is proposed that there are compounds which are more creative than others. We argue that in addition to the degree of semantic transparency and linguistic creativity of Arabic metaphorical and/or metonymical compounds, there are other factors that can influence the comprehension of these compounds; namely, the frequency of the compound, the conventionality of the metaphors involved in the compound and whether conceptual metonymy acts on the compound. Our proposal is supported by the judgments of 12 native-speaker informants, who were asked to provide the meaning of 35 Arabic metaphorical and/or metonymical compounds. The study concludes with recommendations for further research.

On constructional blocking of metonymies

2017 ◽  
Vol 15 (1) ◽  
pp. 183-223 ◽  
Author(s):  
Mario Brdar ◽  
Rita Brdar-Szabó
Keyword(s):  
Case Studies ◽  
Cognitive Processes ◽  
Conceptual Metaphor ◽  
Cognitive Linguistic ◽  
Cognitive Operations ◽  
Linguistic Inquiry ◽  
Linguistic Structures ◽  
Grammatical Structures ◽  
Metaphor And Metonymy

Abstract The interaction between metonymy and grammar is commonly understood, in keeping with the classical cognitive linguistic doctrine about cognitive operations motivating linguistic structures, as unilateral – conceptual metaphor and metonymy shaping the grammatical system. However, we argue in this article that one of the possible corollaries of the Equipollence Hypothesis (Mairal & Ruiz de Mendoza, 2009; Ruiz de Mendoza & Luzondo Oyón, 2012) covers a truly bilateral interaction between grammatical structures and cognitive processes. The Equipollence Hypothesis is shown to allow for grammatical phenomena facilitating or constraining, i.e. blocking, the application of conceptual metonymies and their expressions across domains of linguistic inquiry. Specifically, we show in four case studies that grammatical constructions may actually pre-empt lexical (and grammatical) metonymy.

HEAD AS A CONTAINER IN ENGLISH AND SERBIAN – A COGNITIVE LINGUISTIC PERSPECTIVE

2012 ◽  
Vol 2 (2) ◽  
pp. 65
Author(s):  
Nadežda R. Silaški ◽  
Biljana B. Radić Bojanić
Keyword(s):  
Conceptual Metaphor ◽  
Theoretical Framework ◽  
Conceptual Level ◽  
Linguistic Differences ◽  
Cognitive Linguistic ◽  
Idiomatic Expressions ◽  
The Mind ◽  
Metaphor And Metonymy

Within the theoretical framework of Conceptual Metaphor and Metonymy Theory in this paper we aim to establish the ways the container image schemais used in the conceptualisation of head/glava in English and Serbian to see whether theseconceptualisations are shared in the two languages or, alternatively, whether they manifestany cross-conceptual and cross-linguistic differences. The corpus of our analysis has beencompiled from various monolingual and bilingual English and Serbian dictionaries as wellas dictionaries of idioms and idiomatic expressions in both languages. The main hypothesisof the paper is the following: since the mind is embodied and human concepts are cruciallyshaped by our bodies and brains, we expect to find little difference in the conceptualisationof head/glava as a container between English and Serbian. However, since the mind isalso enculturated, i.e. culturally constructed and is filtered through specific languages, wehypothesise that the differences will mainly manifest not at the conceptual level, but in thelinguistic instantiations in the two languages.

Figurative processes in meaning interpretation: A case study of novel English compounds

2014 ◽  
Vol 2 (1) ◽  
Author(s):  
Alexander Onysko
Keyword(s):  
Conceptual Metaphor ◽  
Conceptual Blending ◽  
Figurative Meaning ◽  
Test Items ◽  
Close Analysis ◽  
Cognitive Semantic ◽  
Nominal Compounds ◽  
Noun Compounds ◽  
Meaning Interpretation ◽  
Metaphor And Metonymy

AbstractThis article contributes to cognitive semantic research on the construal of figurative meaning in noun-noun compounds. Previous studies in this field have shown a predilection towards using conceptual blending theory in order to describe the process of meaning formation in nominal compounds. Observations have largely been based on analyses of established compounds and their conventionalized meanings. The current paper explores an alternative approach and methodology. A study was conducted in which participants were asked to interpret the meaning of a set of novel noun-noun compounds. These meaning descriptions are taken as an empirical base to investigate figurative interpretations. Since previous applications of conceptual blending theory have highlighted some limitations of describing meaning construal in compounds, and since the relation between conceptual blending and related processes of conceptual metaphor and metonymy has not been clarified yet, the analysis in the current study takes a step back and relies on conceptual metaphor and metonymy. Besides providing an overview of the amount of figurative meaning interpretations given to the different test items, the paper pays particular attention to the methodological challenges of applying conceptual metaphor and metonymy theory in the attempt to capture the figurative nature of the meaning descriptions. A close analysis of selected meaning interpretations provides a first impression on how applying conceptual metaphor and metonymy can pave the way towards a more differentiated understanding of associative complexity in figurative meaning interpretations.

scholarly journals Fler Huvuden Väntas Falla

2013 ◽  
Vol 15 (1) ◽  
pp. 46-59
Author(s):  
Ewa Walatek
Keyword(s):  
Detailed Analysis ◽  
Human Body ◽  
Theoretical Basis ◽  
Cognitive Theory ◽  
Body Part ◽  
Sense Organs ◽  
Thinking Ability ◽  
Linguistic Units ◽  
The Brain ◽  
Metaphor And Metonymy

ABSTRACT The purpose of this study is to give a detailed analysis of the semantics of the Swedish body part term huvud (head). The study covers all types of linguistic units including the component huvud (idioms, compounds), both conventionalized everyday expressions and occasional uses. The theoretical basis of the analysis is the cognitive theory of metaphor and metonymy formulated by Lakoff and Johnson (1980). A large part of semantic extensions of huvud are associated with the head as the upper part of the human body, containing the brain and sense organs. These features lead to metonymies: HEAD FOR THINKING ABILITY AND PERCEPTION and metaphor HEAD IS POSITION OF COMMAND. The head itself is conceptualized metaphorically as a CONTAINER in which thoughts, memories, emotional and physical states are stored.

scholarly journals CHANGES OF THE CONCEPT “ARBEIT” AT THE BACKGROUND OF PRIMARY AND SECONDARY PHRASE FORMATION PROCESSES

2020 ◽  
Vol 1 (10(78)) ◽  
pp. 30-33
Author(s):  
Nataliia Makhonina ◽  
Dmytro Sokolov ◽  
Olena Sokolova
Keyword(s):  
20Th Century ◽  
Conceptual Metaphor ◽  
Structural Transformations ◽  
German Language ◽  
Formation Processes ◽  
Main Research ◽  
The Core ◽  
Research Material ◽  
History Of ◽  
Cognitive Semantic

This article belongs to the area of cognitive researches. It covers the verbalization of the idea of labour in the German worldview and the changes in this idea observed during the 20th century. The main research material are the phraseological units with the core lexeme “Arbeit” which originated due to primary and secondary phrase formation processes. In the article special attention is paid to the phraseological units which emerged as a result of semantic and semantic-structural transformations accompanied by complex modification of meaning. Among the changes observed in phraseological meaning the author focuses on cognitive-semantic alterations which can be explained through the reconstruction of conceptual metaphor or metonymy forming the basis of a phraseological unit. While studying the history of changes in Germans’ attitude to labour the author involves historical and sociological data, identifies the prevailing trends in these changes, explains how they brought to life various phrase formation processes, both primary and secondary. The author arrives at a conclusion about a relation between the emotivity modification caused by semantic-structural transformations of phraseological units and the historical changes in the phraseological stock of German language. The article expands the ideas of extralingual factors which determine semantic and semantic-structural transformations of phraseological units and their influence on the changes in the phraseological stock.

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