Advertising slogans about education in the light of the cognitive metaphor

Proglas ◽  
2021 ◽  
Vol 30 (1) ◽  
Author(s):  
Iva Peneva ◽  
◽  
◽  
Keyword(s):  
Cognitive Theory ◽  
Cultural Experience ◽  
Cognitive Metaphor ◽  
George Lakoff ◽  
Mark Johnson

The article examines slogans about advertising education and educational products from the perspective of the cognitive theory of metaphor by George Lakoff and Mark Johnson. Over 20 advertising titles and slogans have been studied and evaluated in terms of expressed cognitive metaphors. The aim has been to check whether cognitive metaphors, which are the product of human physical and cultural experience, have the potential to become a primary tool for compiling adequate and influential advertising slogans in the field of education.

scholarly journals Mediaeval and Modern Metaphorical Concepts of Emotions

2014 ◽  
Vol 11 (2) ◽  
pp. 37-47
Author(s):  
Lidija Štrmelj
Keyword(s):  
Cognitive Theory ◽  
Canterbury Tales ◽  
George Lakoff ◽  
Mark Johnson ◽  
Selection Of

This article aims to study emotion metaphors found in a selection of Chaucer’s Canterbury Tales and compare them with conventional modern metaphors from current dictionaries and other sources, in order to find out whether mediaeval emotional metaphorical concepts have survived to the present day and, if so, what changes can be perceived in them. The study is based on the cognitive theory of metaphor, as developed by George Lakoff and Mark Johnson (1980) in Metaphors We Live By.

scholarly journals The conceptual images of erotic relations in Spanish. Analysis of some linguistic aspects of The Turkish passion by Antonio Gala

2015 ◽  
pp. 321-336
Author(s):  
Katarzyna Popek-Bernat
Keyword(s):  
Cognitive Theory ◽  
The Novel ◽  
Target Domain ◽  
Antonio Gala ◽  
George Lakoff ◽  
Mark Johnson ◽  
Linguistic Material ◽  
The Erotic

The conceptual images of erotic relations in Spanish. Analysis of some linguistic aspects of The Turkish passion by Antonio GalaIn this paper we try to systematize the contemporary Spanish expressions related to the erotic relations. The corpus is based on the novel by Antonio Gala The Turkish Passion (orig. La pasión turca) which, thanks to its plot with higly erotic content, constitutes an important source of linguistic material for our investigation. The analysis we propose reflects the methodology developed by George Lakoff and Mark Johnson in their studies concerning the cognitive theory of metaphor. According to them, every concept consists of a source and a target domain and while expressing one idea we refer to another. Our analysis focuses on the reconstruction of the conceptual domains by means of which the Spanish writer describes the erotic relations. Although the book does not include all the erotic vocabulary and expressions which exist in contemporary Spanish, it enables us to observe some regularities in the use of metaphors in Spanish and reveal some sociocultural phenomena encoded in the linguistic material.

The Square Circle of Margaret Cavendish: the 17th-century conceptualization of mind by means of mathematics

2001 ◽  
Vol 10 (1) ◽  
pp. 21-39 ◽  
Author(s):  
Roberto Bertuol
Keyword(s):  
Cognitive Theory ◽  
Conceptual Metaphor ◽  
Common Knowledge ◽  
17Th Century ◽  
Linguistic Community ◽  
Margaret Cavendish ◽  
Mathematical Concepts ◽  
Knowledge And Beliefs ◽  
Cognitive Metaphor ◽  
Cultural Choice

The cognitive theory of metaphor (Lakoff and Johnson, 1980; Lakoff, 1987; Lakoff and Turner, 1989) is the basis in this article for investigating the significance of the use of mathematical language, and in particular of the metaphor to square the circle in Margaret Cavendish's poem The Circle of the Brain Cannot be Squared. In the article I begin by introducing Margaret Cavendish as the first 17th-century female poet writing on scientific topics. I then explain how mathematics in the 17th century influenced people's view of reality and the extent to which this is mirrored in poetic language. The theory of cognitive metaphor provides the framework for the elucidation of mathematical concepts used to explain 'unknown' realities like mind and emotions and, in particular, of the central metaphor to square the circle in Cavendish's poem. A brief overview of the criteria of Lakoff and colleagues for analysing metaphors shows that the apparently extravagant metaphor to square the circle was simply a novel poetic extension of the conceptual metaphor UNIVERSE IS MATHEMATICS that, like other types of metaphors considered by cognitive linguists, is grounded in everyday experience. Further, Werth's (1994) remarks about the reasons behind the poet's use of particular concepts to explain others help highlight another important aspect at the basis of the production of novel metaphors, namely that of 'poetic choice'. Finally, I elaborate on Werth's remarks by drawing attention to what I term cultural choice, that is, to the influence that common knowledge and beliefs shared by the members of a linguistic community exert on the poet's choice of metaphors. The analysis of the poem shows that the topic and language of the poem, as well as the subtext, that is, the length of lines and the stanza form, depend on metaphoric projections from the domain MATHEMATICS. Through the conceptual metaphor NATURE IS MATHEMATICS, Cavendish explains man's attempt to take control over irrationalia such as fancy and female nature. The impossibility of squaring the circle is used as a proof to demonstrate that nature and fancy cannot be restricted and, at the same time, to give Cavendish a hope of acceptance in the male-dominated world.

scholarly journals Dialogue on Film and Philosophy

M/C Journal ◽  
2000 ◽  
Vol 3 (4) ◽  
Author(s):  
Ulf Wilhelmsson
Keyword(s):  
Immanuel Kant ◽  
Virtual Space ◽  
Socratic Dialogue ◽  
Text Format ◽  
Noam Chomsky ◽  
John Lennon ◽  
George Lakoff ◽  
Mark Johnson

Editors' Preface When Ulf Wilhelmsson first contacted us about including his "Dialogue on Film and Philosophy" in the M/C 'chat' issue, we were initially taken aback. True, the notion of chat surely must include that of 'dialogue', but Wilhelmsson's idea, as he put it to us, was that of a Socratic dialogue about film. The dialogue "Film och Filosofi" already existed in Swedish, but he had done an initial rough translation of the dialogue on his Website. Since Wilhelmsson put this to us in the very early days of the submission period, we decided to have a look. Wilhelmsson had omitted to mention the fact that his dialogue was amusing as well as informative. Playing Socrates was ... Quentin Tarantino. Tarantino was not just discussing film, but he was moderating a hefty grab-bag of influential philosphers, film-makers, film-scholars and the odd Beatle (John Lennon). Furthermore, creeping in to many of the utterances in the discussion was Wilhelmsson's take on Tarantino's vernacular -- keep an eye out for "Bada boom bada boom, get it?" and "Oh Sartre. Dude, I would also like to provide a similar example". The philosphers sometimes also get a chance to break out of their linguistic bonds, such as Herakleit, who tells us that "War is the primogenitor of the whole shebang". Occasionally, Wilhelmsson lets his conversants get rowdy (St Thomas of Aquinas and Aristotle yell "Tabula Rasa!" in unison), put on accents (Michel Chion with French accent: "Merci merci. Je vous en pris that you are recognising tse sound"), be "dead sure of themselves" (George Lakoff and Mark Johnson; Noam Chomsky thanks us for our attention) and wander in and out of the dialogue's virtual space (at the end, Immanuel Kant returns to us after his daily walk around town). Unfortunately, due to its length, the dialogue can not be supplied in regular M/C 'bits', and so we have made it available as a downloadable Rich Text Format file. Felicity Meakins & E. Sean Rintel -- M/C 'chat' co-editors Download "Dialogue on Film and Philosophy" in Rich Text Format: Citation reference for this article MLA style: Ulf Wilhelmsson. "Dialogue on Film and Philosophy." M/C: A Journal of Media and Culture 3.4 (2000). [your date of access] <http://www.api-network.com/mc/0008/dialogue.php>. Chicago style: Ulf Wilhelmsson, "Dialogue on Film and Philosophy," M/C: A Journal of Media and Culture 3, no. 4 (2000), <http://www.api-network.com/mc/0008/dialogue.php> ([your date of access]). APA style: Ulf Wilhelmsson. (2000) Dialogue on Film and Philosophy. M/C: A Journal of Media and Culture 3(4). <http://www.api-network.com/mc/0008/dialogue.php> ([your date of access]).

Mathematical Metaphors Gone Wild

2017 ◽  
Author(s):  
Roi Wagner
Keyword(s):  
Early Modern ◽  
Case Studies ◽  
Cognitive Theory ◽  
Early Modernity ◽  
First Case ◽  
Mathematical Life ◽  
George Lakoff

This chapter examines two case studies that illustrate the limitations of the cognitive theory of mathematical metaphor in accounting for the formation of actual historical mathematical life worlds. The first case study deals with four medieval and early modern examples of relating algebra to geometry. These examples show that when two mathematical domains are linked, what passes between them cannot be reduced to “inferences,” as assumed by the theory of mathematical metaphor. The second case study reviews notions of infinity since early modernity and demonstrates that these notions are far too variegated and complex to be subsumed under a single metaphor—namely, George Lakoff and Rafael Núñez's basic metaphor of infinity, which tries to read all mathematical infinities as metaphorically projecting final destinations on indefinite sequences.

The Physics and Metaphysics of Metaphor

2020 ◽  
pp. 29-41
Author(s):  
Gillian Knoll
Keyword(s):  
Cognitive Linguistics ◽  
Measure For Measure ◽  
George Lakoff ◽  
Mark Johnson ◽  
The Relationship ◽  
Metaphorical Structures

This section argues that Lyly’s and Shakespeare’s characters process and experience eros through the primary metaphor of motion. These introductory pages explore the philosophical and conceptual underpinnings of this metaphor through the example of Shakespeare’s Angelo in Measure for Measure. Drawing from the work of cognitive linguistics George Lakoff, Mark Johnson, and Zoltan Kövecses, this section explores the broad metaphorical structures that shape Angelo’s erotic experience as both a passion and an action. Things happen within Angelo well before he ‘acts out’ his sexual pursuit of the novitiate Isabella. The remainder of this section investigates the relationship between erotic potentiality and actuality, or entelechy, in Aristotle’s Physics and Metaphysics. In Aristotle’s writings, as in Shakespeare’s play, the boundary between potency and actuality is fluid rather than fixed. As a result, Angelo’s metaphors dramatize the capacity of erotic potentiality to create drama. For him, as for so many of Lyly’s and Shakespeare’s characters, desire is itself a frenzied action.

The Body as Metaphor

2019 ◽  
Vol 61 (1) ◽  
pp. 26-39
Author(s):  
Gregory E. Sterling
Keyword(s):  
Jewish Community ◽  
Conceptual Metaphor ◽  
The Body ◽  
Conceptual Metaphor Theory ◽  
Dual Nature ◽  
Metaphor Theory ◽  
George Lakoff ◽  
Body And Soul ◽  
Mark Johnson

AbstractThis essay considers Philo of Alexandria’s metaphor in which he used the dual nature of embodied existence (body and soul) to argue that both literal and allegorical readings are legitimate. It examines the metaphor in the framework of Conceptual Metaphor Theory (CTM) developed by George Lakoff and Mark Johnson that argues that experience is the key to meaning. A metaphor occurs when we apply a pattern that we have observed in one setting (gestalt) to another. In this case, Philo has drawn on a Platonic/Stoic understanding of being human and applied it to contested hermeneutics within the Alexandrian Jewish community in an effort to maintain a sense of unity among two groups. The metaphorical experience is the recognition that Scripture is polyvalent in the same way that being human is.

scholarly journals Cuerpo, metáforas conceptuales y religión

2016 ◽  
Vol 65 ◽  
pp. 63-78
Author(s):  
Rosenberg Alape Vergara
Keyword(s):  
George Lakoff ◽  
Mark Johnson

Se examina en qué medida las ciencias cognitivas iluminan aspectos cruciales del hecho religioso. Según George Lakoff y Mark Johnson, la teoría de las metáforas esclarece cómo la corporalidad determina estructuralmente las representaciones religiosas, lo que permite sustentar una "espiritualidad encarnada". Se busca mostrar que la propuesta requiere superar al menos dos tendencias para lograr un juicio crítico sobre la religión: una, reducir la religión a un asunto de sistemas conceptuales; otra, restar importancia a la cuestión hermenéutica para la valoración de la experiencia religiosa.

scholarly journals La noción de tiempo en la ciencia actual y su relación con la causación

2018 ◽  
Author(s):  
◽  
Rolando Esteban Núñez Pradenas
Keyword(s):  
George Lakoff ◽  
Mark Johnson

Tesis doctoral que versa sobre algunos problemas filosófico-conceptuales involucrados en la concepción del tiempo y la causación, poniendo el énfasis en aquellos vinculados a la Física. El objetivo general del trabajo consiste en analizar y discutir estos problemas a la luz de la introducción de una concepción del tiempo corporeizado, centrándose en la Física. En la tesis se muestra que es posible obtener un concepto de causación corporeizado siguiendo las ideas sobre la cognición corporeizada de George Lakoff y Mark Johnson. También se explora la posibilidad de invertir el orden temporal entre la causa y el efecto, se analiza su aplicación a algunos problemas de la mecánica cuántica y se propone un experimento mental que permitiría testear la propuesta. Finalmente, se argumenta a favor del principal argumento en contra de la posibilidad de la existencia de procesos retrocausales y los viajes en el tiempo.

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