The conceptual

metaphor theory
Basic concepts and
assumptions
 By the use of metaphors the ability
to understand and to express in
language the experience of the world
unbelievably increases.

.
 By the use of metaphors the ability
to understand and to express in
language the experience of the world
unbelievably increases.
It allows people to go beyond the
immediate .
experience and to extend
the language in an unlimited way.
Conceptual metaphor
Understanding one conceptual
domain in terms of another
conceptual domain.
Conceptual metaphor
Understanding one conceptual
domain in terms of another
conceptual domain.

A conceptual domain - any coherent

organisation of experience.
LIFE; LOVE; BEING SAD; LIGHT; ECONOMY;
WAR, etc.
Conceptual metaphor
Is that the foundation
for your theory?
The theory needs
more support.
We need to construct
a strong argument
for that.
The theory will stand
or fall on the
strength of that
argument.
Conceptual metaphor
Is that the foundation
for your theory?
The theory needs
more support.
We need to construct
THEORIES ARE
a strong argument BUILDINGS
for that.
The theory will stand
or fall on the
strength of that
argument.
Conceptual metaphor
Is that the foundation
for your theory?
The theory needs THEORIES ARE
more support. BUILDINGS
We need to construct
a strong argument
for that. CONCEPTUAL
The theory will stand DOMAIN (A) IS
or fall on the CONCEPTUAL
strength of that DOMAIN (B)
argument.
Correspondences between
domains
SOURCE DOMAIN TARGET DOMAIN
(BUILDING) (THEORY)
the foundation of a the basis of the
building theory
support evidence

strength plausibility

construction creation

collapse of a building fall of a theory

mappings
There is a set of systematic
correspondences or mappings
between the source and the target.
It means that constituent conceptual
elements of the source correspond to
constituent elements of the target.
ARGUMENT IS WAR
Your claims are indefensible.
He attacked every weak point in my
argument.
His criticisms were right on target.
Ive never won an argument with
him.
If you use that strategy, hell wipe
you out.
TIME IS MONEY
Youre wasting my time.
This gadget will save you hours.
How do you spend your time these
days?
That flat tire cost me an hour.
You dont use your time profitably.
LIFE IS A JOURNEY
Hes without direction in life.
Im at a crossroads in my life.
Shes gone through a lot in life.
Hes gone (= died).
metaphor vs. metaphorical linguistic
expression
metaphor metaphorical
linguistic
expression
THEORIES ARE Is that the foundation
BUILDINGS for your theory?
ARGUMENT IS WAR Your claims are
indefensible.
TIME IS MONEY Youre wasting my
time.
LIFE IS A JOURNEY Hes without
direction in life.
Common source domains
the human body (the heart of the problem)
health and illness (a healthy society, she hurt my
feelings)
animals (a cow, a bitch)
plants (the fruits of her labour, exports flourished)
buildings and construction (he's in ruins
financially)
machines and tools ( conceptual tools, she
produces a book)
games and sport (to toy with the idea)
money and economic transactions (spending time,
investing in a relationship)
cooking and food (to cook up a story, a recipe for
success)
heat and cold (a cold reception, icy stare)
light and darkness (a dark mood, a cloud of
suspicion)
forces (he's driving me nuts)
Common target domains
emotion
desire
morality
thought
society/nation
politics
economy
human relationships
communication
time
life and death
religion
events and actions
 Classification of metaphors
conceptual metaphors are classified
according to:
conventionality
cognitive function
 Classification according to
conventionality
Conventional conceptual
metaphors - well-entrenched ways
of thinking about or understanding
an abstract domain (often expressed
by conventional linguistic
expressions).
 Classification according to
conventionality
Unconventional conceptual
metaphors
unconventional linguistic expression
unconventional source-target
connection
 The cognitive function of
metaphors
Ontological metaphors
Structural metaphors
Orientational metaphors
 The cognitive function of
metaphors
Ontological metaphors
They give ontological status to abstract
or vague concepts (i.e. we think and talk
of them as if they were THINGS).
They allow us to refer to, quantify, to
identify more diffuse aspects of our
experience.
 The cognitive function of
metaphors
Ontological metaphors examples
Give me a call. (an event is a physical
object)
my mind (a possessed physical object)
in love (an emotional state is a
container)
Life has cheated me. (life is a person;
personification)

Ontological metaphors can be

elaborated into structural metaphors.
 The cognitive function of
metaphors
Structural metaphors
Their cognitive function is to enable
to understand the target by means of
the structure of the source (by
means of conceptual mappings).
The source domain provides a
relatively rich knowledge for the
target concept.
 The cognitive function of
metaphors
Orientational metaphors
Their cognitive function is to make a
set of target concepts coherent in
our conceptual system.
They are based on human spatial
orientations (e.g. up-down, centre-
periphery, etc.)
 The cognitive function of
metaphors
Orientational metaphors
MORE IS UP: Speak up, please.
SICK IS DOWN: He fell ill.
CONTROL IS UP: He is under my
control.
RATIONAL IS UP: The discussion fell
to an emotional level.
 Practice
Identify source and target domains. Label
the metaphor.
1. His ego is very fragile.
2. Inflation has robbed me of my savings.
3. Hes rich in ideas.
4. She has a fertile imagination.
5. Life is empty for him.
6. My fear of insects is driving her crazy.
1. His ego is very fragile.
THE MIND IS A BRITTLE OBJECT
2. Inflation has robbed me of my savings.
INFLATION IS A PERSON
3. Hes rich in ideas.
IDEAS ARE MONEY
4. She has a fertile imagination.
IDEAS ARE PLANTS
5. Life is empty for him. LIFE IS A CONTAINER
6. My fear of insects is driving her crazy.
FEAR IS AN OBJECT. FEAR IS A FORCE.
The partial nature of metaphorical
mappings
which parts of the source are
mapped onto which parts in the
target

When a metaphor focuses on one or

some aspects of a target concept,
then it highlights that concept
(those concepts).
The other aspects of the concept
remain hidden (out of focus).
The partial nature of metaphorical
mappings
e.g. in the metaphor ARGUMENT IS A
BUILDING we do not utilise many elements
of the source such as doors, windows,
living in, etc.
The partial nature of metaphorical
mappings
Several metaphors are used to
structure the concept of argument:
container metaphor highlights the
content
war control over the argument
journey progress, content
building construction, strength
 Exercise
What aspects of the source and target domains
are utilised and highlighted in the metaphors of
love below:
LOVE IS A JOURNEY
Its been a long bumpy road.
Look how far weve come.
LOVE IS A NUTRIENT
Im starved for love.
LOVE IS A FIRE
He is burning with love
LOVE IS MAGIC
Im under her spell.
 Exercise
What aspects of the source and target domains
are utilised and highlighted in the metaphors of
love below:
LOVE IS A JOURNEY
Its been a long bumpy road. (progress)
Look how far weve come.
LOVE IS A NUTRIENT
Im starved for love.
LOVE IS A FIRE
He is burning with love
LOVE IS MAGIC
Im under her spell.
 Exercise
What aspects of the source and target domains
are utilised and highlighted in the metaphors of
love below:
LOVE IS A JOURNEY
Its been a long bumpy road. (progress)
Look how far weve come.
LOVE IS A NUTRIENT
Im starved for love. (desire)
LOVE IS A FIRE
He is burning with love
LOVE IS MAGIC
Im under her spell.
 Exercise
What aspects of the source and target domains
are utilised and highlighted in the metaphors of
love below:
LOVE IS A JOURNEY
Its been a long bumpy road. (progress)
Look how far weve come.
LOVE IS A NUTRIENT
Im starved for love. (desire)
LOVE IS A FIRE
He is burning with love (intensity)
LOVE IS MAGIC
Im under her spell.
 Exercise
What aspects of the source and target domains
are utilised and highlighted in the metaphors of
love below:
LOVE IS A JOURNEY
Its been a long bumpy road. (progress)
Look how far weve come.
LOVE IS A NUTRIENT
Im starved for love. (desire)
LOVE IS A FIRE
He is burning with love (intensity)
LOVE IS MAGIC
Im under her spell. (loss of control)
The concept of sadness: an analysis
Identify the conceptual metaphors manifested by
these examples.
Which aspects of sadness are highlighted and
which aspects are hidden?

Waves of depression came over him.

He brought me down with his remarks.
He is in a dark mood.
I am filled with sorrow.
That was a terrible blow.
Tim heals all sorrows.
He was insane with grief.
He drowned his sorrow in drink.
His feelings of misery got out of hand.
She was ruled by sorrow.
Waves of depression came over him.
SADNESS IN A NATURAL FORCE
Highlighted: passivity, lack of control
Hidden: cause, attempt at control,
behavioural responses (?)
He brought me down with his remarks.
SAD IS DOWN
Highlighted: negative character
Hidden: cause, attempt at control
He is in a dark mood.
SAD IS DARK
Highlighted: negative character
Hidden: cause, attempt t control
I am filled with sorrow.
SADNESS IS A FLUID IN A CONTAINER
Highlighted: intensity, attempt at
control, loss of control
Hidden: negative character
That was a terrible blow.
SADNESS IS A PHYSICAL FORCE
Highlighted: passivity, sudden impact
Hidden: cause, attempt at control,
behavioral responses
Tim heals all sorrows.
SADNESS IS A DISEASE
Highlighted: negative character,
passivity, behavioral responses
Hidden: attempt at control
He was insane with grief.
SADNESS IS INSANITY
Highlighted: lack of control
Hidden: attempt at control
He drowned his sorrow in drink.
SADNESS IS AN OPPONENT
Highlighted: attempt at control
Hidden: passivity
His feelings of misery got out of hand.
SADNESS IS A CAPTIVE ANIMAL
Highlighted: loss of control
Hidden: passivity
She was ruled by sorrow.
SADNESS IS A SOCIAL SUPERIOR
Highlighted: lack of control
Hidden: attempt at control