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Ryan Catalani

Conceptual Metaphor Home Page - 2 views

www.lang.osaka-u.ac.jp/...MetaphorHome.html

metaphor conceptual lakoff linguistics research

shared by Ryan Catalani on 28 May 11 - No Cached
Lisa Stewart liked it
  • Ryan Catalani on 28 May 11
     
    By George Lakoff. Includes indexes of conceptual metaphors, e.g., - A force is a moving object- A problem is a body of water- Psychological forces are physical forces- Time is a landscape we move through- Words are weapons Includes examples for each. E.g., for "A problem is a body of water": - He dived right into the problem.- The murky waters of the investigation frustrated him.- He'd been fishing for the answer for weeks.- Finally the answer surfaced.- The answer's just floating around out there.
  • Lisa Stewart on 27 Jun 11
     
    AHH! We needed this. Thanks, Ryan!
Lara Cowell

Why paper is the real 'killer app' - 1 views

www.bbc.com/...y-paper-is-the-real-killer-app

writing paper technology creativity traditional keyboard

shared by Lara Cowell on 01 Feb 17 - No Cached
  • Lara Cowell on 01 Feb 17
     
    Recently, people have been returning to writing basics: handwriting, notebooks, pens, paper, and stationary. While technology can certainly provide an edge for certain tasks, digital overload, addiction, and distraction are growing concerns. many studies indicate that multitasking is bad for us and makes our brains more scattered. In contrast, several studies suggest that pen and paper have an edge over the keyboard. In three studies, researchers found that students who took notes on laptops performed worse on conceptual questions than students who took notes longhand. Those who took written notes had better comprehension and retention of material because they had to mentally process information rather than type it verbatim. And, another study, published in the Journal of Applied Cognitive Psychology, showed that people who doodle can better recall dull information. Writing it down also sparks innovation. Being innovative and creative is about "getting your hands dirty" a feeling that is lacking when you use technology or gadgets, says Arvind Malhotra, a professor at the University of North Carolina Kenan-Flagler Business School."Research has also shown that tactile sensory perceptions tend to stimulate parts of the brain that are associated with creativity. So, touch, feel and the sensation you get when you build something physical has also got a lot to do with creativity," he says.
Lisa Stewart

Figures of Rhetoric in Advertising Language - 9 views

business.scu.edu/...rhetjcr.htm

wordsrus advertising

shared by Lisa Stewart on 18 Nov 09 - Cached
  • the discipline of rhetoric was the primary repository of Western thinking about persuasion
  • The principal purpose of this paper is to contribute a richer and more systematic conceptual understanding of rhetorical structure in advertising language
  • Rhetoricians maintain that any proposition can be expressed in a variety of ways, and that in any given situation one of these ways will be the most effective in swaying an audience.
  • ...33 more annotations...
  • the manner in which a statement is expressed may be more important
  • a rhetorical figure occurs when an expression deviates from expectation
  • With respect to metaphor, for instance, listeners are aware of conventions with respect to the use of words, one of which might be formulated as, words are generally used to convey one of the lead meanings given in their dictionary entry. A metaphor violates that convention, as in this headline for Johnson & Johnson bandaids, "Say hello to your child's new bodyguards," accompanied by a picture of bandaids emblazoned with cartoon characters (from Table 2)
  • listeners know exactly what to do when a speaker violates a convention: they search for a context that will render the violation intelligible. If context permits an inference that the bandaid is particularly strong, or that the world inhabited by children is particularly threatening, then the consumer will achieve an understanding of the advertiser's statement.
  • every figure represents a gap. The figure both points to a translation (the impossibility in this context of translating "Say hello to your child's new petunias" is the key to its incomprehensibility), and denies the adequacy of that translation, thus encouraging further interpretation.
  • metaphors that have become frozen or conventional: e.g., the sports car that "hugs" the road.
  • an important function of rhetorical figures is to motivate the potential reader.
  • Berlyne (1971) found incongruity
  • (deviation) to be among those factors that call to and arrest attention.
  • "pleasure of the text"--the reward that comes from processing a clever arrangement of signs.
  • Berlyne's (1971) argument, based on his research in experimental aesthetics, that incongruity (deviation) can produce a pleasurable degree of arousal.
  • Familiar examples of schematic figures would include rhyme and alliteration, while metaphors and puns would be familiar examples of tropic figures.
  • Schemes can be understood as deviant combinations, as in the headline, "Now Stouffers makes a real fast real mean Lean Cuisine."
  • This headline is excessively regular because of its repetition of sounds and words. It violates the convention that sounds are generally irrelevant to the sense of an utterance, i.e., the expectation held by receivers that the distribution of sounds through an utterance will be essentially unordered except by the grammatical and semantic constraints required to make a well-formed sentence. Soundplay can be used to build up meaning in a wide variety of ways (Ross 1989; van Peer 1986).
  • Many tropes, particularly metaphors and puns effected in a single word, can be understood as deviant selections. Thus, in the Jergens skin care headline (Table 2), "Science you can touch," there is a figurative metaphor, because "touch" does not belong to the set of verbs which can take as their object an abstract collective endeavor such as Science.
  • For example, a rhyme forges extra phonemic links among the headline elements.
  • "Performax protects to the max," the consumer has several encoding possibilities available, including the propositional content, the phonemic equivalence (Performax = max), and the syllable node (other words endin
  • Because they are over-coded, schemes add internal redundancy to advertising messages. Repetition within a text can be expected to enhance recall just as repetition of the entire text does.
  • The memorability of tropes rests on a different mechanism. Because they are under-coded, tropes are incomplete in the sense of lacking closure. Tropes thus invite elaboration by the reader. For example, consider the Ford ad with the headline "Make fun of the road" (Table 2). "Road" is unexpected as a selection from the set of things to mock or belittle. Via
  • This level of the framework distinguishes simple from complex schemes and tropes to yield four rhetorical operations--repetition, reversal, substitution, destabilization.
  • s artful deviation, irregularity, and complexity that explain the effects of a headline such as "Say hello to your child's new bodyguards," and not its assignment to the category 'metaphor.'
  • The rhetorical operation of repetition combines multiple instances of some element of the expression without changing the meaning of that element. In advertising we find repetition applied to sounds so as to create the figures of rhyme, chime, and alliteration or assonance (Table 2). Repetition applied to words creates the figures known as anaphora (beginning words), epistrophe (ending words), epanalepsis (beginning and ending) and anadiplosis (ending and beginning). Repetition applied to phrase structure yields the figure of parison, as in K Mart's tagline: "The price you want. The quality you need." A limiting condition is that repeated words not shift their meaning with each repetition (such a shift would create the trope known as antanaclasis, as shown further down in Table 2).
  • the possibility for a second kind of schematic figure, which would be produced via an operation that we have named reversal. Th
  • rhetorical operation of reversal combines within an expression elements that are mirror images of one another.
  • The rhetorical operation of destabilization selects an expression such that the initial context renders its meaning indeterminate. By "indeterminate" we mean that multiple co-existing meanings are made available, no one of which is the final word. Whereas in a trope of substitution, one says something other than what is meant, and relies on the recipient to make the necessary correction, in a trope of destabilization one means more than is said, and relies on the recipient to develop the implications. Tropes of substitution make a switch while tropes of destabilization unsettle.
  • Stern, Barbara B. (1988), "How Does an Ad Mean? Language in Services Advertising," Journal of Advertising, 17 (Summer), 3-14.
  • "Pleasure and Persuasion in Advertising: Rhetorical Irony as a Humor Technique," Current Issues & Research in Advertising, 12, 25-42.
  • Tanaka, Keiko (1992), "The Pun in Advertising: A Pragmatic Approach," Lingua, 87, 91-102.
  • "The Bridge from Text to Mind: Adapting Reader Response Theory to Consumer Research," Journal of Consumer Research,
  • Gibbs, Raymond W. (1993), "Process and Products in Making Sense of Tropes," in Metaphor and Thought, 2nd ed
  • Grice, Herbert P. (1989), Studies in the Way of Words, Cambridge, MA: Harvard University Press.
  • Leigh, James H. (1994), "The Use of Figures of Speech in Print Ad Headlines," Journal of Advertising, 23(June), 17-34.
  • Mitchell, Andrew A. (1983), "Cognitive Processes Initiated by Exposure to Advertising," in Information Processing Research in Advertising, ed. Richard J. Harris, Hillsdale, NJ: Lawrence Erlbaum, 13-42.
Kiko Whiteley

TED Talk: "What Our Language Habits Reveal" by Steve Pinker - 1 views

www.ted.com/...r_on_language_and_thought.html

Language habits TED

shared by Kiko Whiteley on 03 Dec 10 - Cached
  • Ryan Catalani on 03 Dec 10
     
    "So to sum up: language is a collective human creation, reflecting human nature -- how we conceptualize reality, how we relate to one another -- and by analyzing the various quirks and complexities of language, I think we can get a window onto what makes us tick."
  • Kiko Whiteley on 21 May 13
     
    A great insight on how revealing of our personalities our use of language can be.
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