none 10.1075/hcp.26.21dei John Benjamins Publishing Company John Benjamins Publishing Company 1757 67886715 1419947 1419929 202507022134000018 10.1075 2025-07-02T15:33:17Z 2014-03-24T12:28:16Z 38 Cognitive Foundations of Language Structure and Use 1387-6724 10.1075/hcp https://benjamins.com/ catalog/hcp Graham Low University of York https://ror.org/04m01e293 Zazie Todd University of Leeds https://ror.org/024mrxd33 Alice Deignan University of Leeds https://ror.org/024mrxd33 Lynne Cameron The Open University https://ror.org/05mzfcs16 It has become increasingly clear that metaphor needs to be explored in terms of the social and discourse context in which it is used, especially where the aim is to address real-world problems. The notion of 'real world' metaphor research has been developed to describe this important area of investigation. This book starts by describing the nature and scope of real world metaphor research and then illustrates, through 17 detailed, mainly empirically-based studies, the different areas it can apply to, and different methodologies that can be employed. Research problems are explored in areas such as artificial intelligence, language teaching and learning, reconciliation dialogue, university lecture discourse, poetry and wine description. Methods include corpus analysis, experimentation, discourse analysis, cross-cultural analysis and genre analysis. In each case the empirical studies refer back to Gibbs's opening overview of real-world research. The result is an invaluable and cross-referenced collection of papers addressing real-world problems. 26 10 13 2010 10 26 2010 9789027223807 9789027287779 John Benjamins Publishing Company Amsterdam 10.1075/hcp.26 http://www.jbe-platform.com/content/books/9789027287779 https://www.degruyter.com/document/doi/10.1075/hcp.26/html https://www.jbe-platform.com/deliver/fulltext/9789027287779.pdf Alice Deignan It has been asserted by a number of writers from a range of disciplines that metaphors have evaluative and persuasive properties. In the Conceptual Metaphor Theory literature, it is widely agreed that metaphor is evaluative, persuasive and therefore potentially ideological. Outside the cognitive literature, metaphor’s persuasive qualities have been studied by researchers in fields from Critical Discourse Analysis to consumer research. This chapter reviews the mechanisms through which evaluation seems to be carried out, discussing a number of studies. Four themes are identified: metaphors as stories, with entailments, metaphors which map evaluative connotations from source to target domain, the deliberate choice of a source domain which resonates with particular groups of language users, and the use of metaphorical scenarios. I investigate these mechanisms in a small number of metaphorical expressions, using corpus techniques, with a focus on detailed analysis of form as well as meaning. I find that the evaluations conveyed by the expressions that I investigate seem most consistent with Musolff’s scenarios model (2006). However the evaluative meaning expressed is often even more specific, contextually and pragmatically, than his theory would predict. I also argue that the characteristic form of evaluative metaphorical expressions raises challenges for our current categories of linguistic description. 10 13 2010 10 26 2010 357 374 10.1075/hcp.26.21dei https://benjamins.com/catalog/hcp.26.21dei https://www.degruyter.com/document/doi/10.1075/hcp.26.21dei/html