1. Cognitive semantics
Metaphors
Admilson
Ingrid Neto
João Paulo Ferraz
Sabrina Palladino Simas
Tópicos de Semântica – Profa. Dra. Elizabeth Harkot de La Taille

2. Metaphors
• Admilson - Theoretical aspects
• Sabrina – Power of Metaphors and its uses
• Ingrid – Metaphor in Literature
• João Paulo – Translation Theories

3. Theoretical aspects
• Definition
– "a figure of speech containing an implied
comparison, in which a word or phrase ordinarily and
primarily used of one thing is applied to another”
– one thing in common: a situation is compared to a
real thing, although the situation is not actually that
particular thing
(yourdictionary.com)

4. Theoretical aspects
• Terminology
– Target domain/ tenor
• (described concept)
– Source domain/vehicle
• (analogy)

5. Theoretical aspects
“Movie studios love a good fight, and a bad one too.
But the Oscar battles have become trench warfare and
dirty tricks.”
“... a (Oscar) best actress race that has taken on heat
as longtime prohibitive favourite Sissy Spacek has
suddenly caught a glimpse of Halle Berry in her rear
view mirror.”
Target / Vehicle (real thing)
Source / Tenor (situation)

6. Theoretical aspects
• Traditional positions on the role of metaphor
– Classical (can be traced back to Aristotle)
• a kind of decorative addition to ordinary plain
language
• a rhetorical device to be used at certain times to gain
certain effects
• a departure from literal language, detected as
anomalous by the hearer
– Romantic (18th/19th century view of imagination)
• is integral to language and thought as a way of
experiencing the world.
• all language is metaphorical
• there is no distinction between literal and figurative

7. Theoretical aspects
• Approaches
– many approaches and theories about
metaphors (interdisciplinary subject)
– involved not only in grammar and
semantics, but:
• Historical linguistics
• Categories of thought
• Poetic language
• Rhetoric
• Ethics

8. Theoretical aspects
• Metaphors in Cognitive Semantics
– Extension of the Romantic view
– Although metaphors are everywhere in
language, not all language is metaphorical
• Features of metaphors (not anomalous)
– Conventionality (novelty)
– Sistematicity (possibility of extension)
– Asymmetry (does not work in both directions)
– Abstraction (typically viewing abstract through
concrete)

9. The Power of Metaphor ...
Metaphors are very powerful things.
They are cognitive super conductors that allow us
to process and comprehend complex, metaphysical
and conceptual ideas with succinct efficiency.
Moreover the power of metaphor
goes beyond just the
condensing of information and
allows for emotional weight to
be embedded into meaning.

10. ... and its uses
• Metaphors in movies
» Movie metaphors have added depth and
meaning to thousands of otherwise
unremarkable scenes. Movies – even bad
ones – are full of metaphors.
» Death, lust and love metaphors are probably
the most common, though metaphors for
more complex themes like the loss of
innocence or the battle between good and
evil or the struggle between heart and mind
run rampant in both classic and modern film.

11. ... and its uses
• Some exemples
» Citizen Kane . Pleasantville . The Red Violin .
Avatar . The Wizard of Oz . Planet of the
Apes . Toy Story

12. ... and its uses
• Metaphor in news
“There is probably no other discursive
practice, besides everyday
conversation, that is engaged in so
frequently and by so many people
as news in the press and on
television”
(van Dijk, 1991, p. 110)
Metaphorical language in
news texts has widely
been studied with the aim
of revealing ideologies
and persuasive effects in
political discourse
(e.g. Chiang & Duann, 2007; Kitis &
Milapides, 1997; Musolff, 2006;
Zinken, 2003)
Example:

13. COCA
Freq: 44
in magazines and
newspapers
(1990 – 2012)
... and its uses
• Metaphor in news
Its uses increase together with capitalism !
One was from
“watches
advertising”

14. ... and its uses
• Metaphor in music

15. Metaphor in Literature
a) Understanding of a character, object or
idea
b) Mapping of Visual Images
My husband and child smiling out of the
family photo;
Their smiles catch onto my skin, little
smiling hooks.
(Tulips, Sylvia Plath)

16. Why is Metaphor Important
to Literature?
Linguistic choices in literary texts can deviate from general
linguistic norms and
conventions. The use of linguistic deviation foregrounds a
particular text, and potentially refreshes
the reader’s attitudes and worldviews.
The use of metaphorical expressions is seen
as a particular type of linguistic deviation
involving the semantic level of
language, since metaphorical statements
are, if taken literally, illogical, absurd, or
nonsensical.

17. “Boy, his bed was like a rock.” (The Catcher in the Rye)
= His bed was extremely uncomfortable
“They both laughed like hyenas at stuff that wasn't even funny.”
(The Catcher in the Rye) = They laughed exaggeratedly
“He was eager to help but his legs were rubber” (The Long
Goodbye)
= He did not have strength to move his legs
"All the world's a stage and men and women merely
players” (As You Like It) = Metaphor comparing life to a
play
“She heard the click of the typewriter. It was her
life, and, bending her head over the hall table, she
bowed beneath the influence, felt blessed and
purified, saying to herself, as she took the pad with the
telephone message on it, how moments like this are
buds on the tree of life, flowers of darkness they
are, she thought” (Mrs. Dalloway)

18. Translation Theories
• Can “Metaphor” Be Translated?, M. B. Dagut
(source: http://www.proz.com/translation-articles/articles/1831/)
– Nina Elin Brevik (specialist translator between English and
Scandinavian languages)
– Translated or Reproduced?
ex: bible lamb… Inuit people in
Alaska?
(source: http://deeperstory.com/when-we-are-all-working-with-seals-and-polar-bears/)

19. Translation Theories
The Lamb of God
(English)
...

20. Translation Theories
Lamb???

21. Translation Theories
• How is that possible??!?
– As per Searle's speech act theory:
• Statement must be recognized as false, literally
speaking
• There must be features which apply and others
which cannot, semantically speaking
Therefore...

22. Translation Theories
– Point of contact
– Point of differentiation
Why are you so blue today??
“He isn’t blue!!!”
Point of differentiation
Ah, ok!! Metaphor!!

23. Can “Metaphor” Be Translated?
Hands-on Experience
Metaphor
in
English
Point of
Differentiation
Point of
Contact
Our suggestion
of “Translation
or Reproduction
Provides
big boost if
you are
blue!
(COCA)
Human color is
not blue
??? Caidinho?
It’s a dog-
eat-dog
world!
(COCA)
Dogs don’t eat
dogs...
??? Mundo-cão

24. Metaphors with animals
Metaphor
in
English
Point of
Differentiation
Point of
Contact
Our suggestion of
“Translation or
Reproduction
She is a
fox!!
Not an animal ??? Que gata!
Yes, I am
an ox, like
my father.
(COCA)
Not an animal ??? O cara é um touro!
Well, if
you are a
lamb...
(COCA)
Not an animal ??? Somos todos
cordeirinhos aqui!!

25. Metaphors with fruit/vegetable
Metaphor in
English
Point of
Differentiation
Point of
Contact
Our suggestion of
“Translation or
Reproduction
My car is a
real lemon.
cars cannot be
anything else
than cars!
??? Esse carro é um
abacaxi!
Those guys
are couch
potatoes!
they are
definetely
human!
??? ???
What is he,
nuts?
(COCA)
again, people ??? O cara é pinéu!!
Protect your
nuts!!
... ambiguous!!
Has he just
bought nuts??
??? Obscure
meaning... we didnt
get that one!!!

26. References
CoCA: <http://corpus.byu.edu/coca/>
Ngrams: <http://books.google.com/ngrams>
KRENNMAYR, Tina. Metaphors in Newspapers. University Amsterdam. 2011. Available at:
<http://www.lotpublications.nl/publish/articles/004271/bookpart.pdf>
MIKEJONES.TV JOURNAL: <http://www.mikejones.tv/journal/2012/2/6/the-power-of-metaphor.html>
<http://deeperstory.com/when-we-are-all-working-with-seals-and-polar-bears/>
<http://leonsplanet.com/metaphors.htm#five>
Dagut, M. B. Can “Metaphor” Be Translated?, Babel, 1976, apud <http://www.proz.com/translation-
articles/articles/1831/>
STEEN, Gerard, "Metaphor in Literature". In: The Cambridge Handbook of Metaphor and
Thought. Cambridge University Press, 2008.
SAEED, John. "Cognitive Semantics". In: Semantics, Wiley-Blackwell, 3 edition, 2009.
YOURDICTIONARY EXAMPLES. Examples. Metaphor Examples. 06/04/2013
<http://examples.yourdictionary.com/metaphor-examples.html>
GIBBON, Dafydd, Semantic Universals. Meaphors, metonymy. (2005) U
Bielefeld, Fakultät für Linguistik und LiteraturwissenschaftProfilmodul 1: Descriptive
Linguistics