Metaphor In Cognitive Linguistics
Martina 1
Martina Cantale
Mr Scott Staton
Topics in Grammar – Verb
30 June 2015
Metaphor in Cognitive Linguistics
1. What is Cognitive Linguistics?
Cognitive Linguistics represents a new conception of the processes behind the study of languages, particular attention is paid to the relationship existing between human language the mind and its experience of the world. This discipline emerged in the 1970s in the United States through the studies of Fillmore, Lakoff e Rosch. Their studies are based on their dissatisfaction with formal approaches applied by European and American theories about linguistics which do not satisfy the cognitive grammar's questions. In the 1980s this approach to the language began in Europe in Belgium, Germany and Holland.
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Categories are used to communicate our experiences to the others and to make sense of the world. A category is the formulation of a collection of similar experiences, e.g. the collection of experiences conceptualised as rain, the existence of different definitions (in different languages) for the same phenomenon reflects a different way in living this experience. In Italian (Fig. 2) there are less definition than in German because of the characteristics of rain in Italy, categories are formed for those experiences that are important in a …show more content…
The advertising must identify a target limited by gender, age, social and cultural level.
5. Conclusion
Cognitive Linguistics offers a flexible system to conduct a rhetoric analysis of images, the corner stone should not be the formal definition of a figure of speech but its cognitive representation, in which it is possible to explain its comprehension.
Through this paper one can understand how advertising is essential to create a cognitive model of images understanding because it uses rhetoric strategies which can be easily interpreted in contrast to visual arts that are composed of rhetoric elements, but they can not be used to create a universal model since their interpretation is subjective. The aim of advertising is that of changing a product in a value, and that is what metaphor does: it allows the substitution between the object and its value. Rhetoric became a mean to the construction of the message.
The effects of visual metaphors can be compared to those of linguistic metaphors: they allow to see - literally - something instead of something else and to express new or abstract concepts through concrete and known concepts in order to enrich human conception of the
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