This thesis makes a deep analysis of conceptual metaphor in western commercial advertisements and aims to deepen the understanding of the nature and manifestations of metaphor, to make it clear how conceptual metaphor works effectively in advertising for the purpose of persuading the audience into buying the products advertised, and to help Chinese advertisers realize the important roles of con...

Novel metaphorical expressions have been understudied in traditional approaches to terminology because they normally behave as sporadic units incapable of structuring whole discourse events. To show that this is not always the case, this paper presents a case study of novel BIOECONOMICS metaphors in an academic marine biology research article (Landa 1998). They were analysed following two parad...

Current debates about successful mathematics pedagogy suggest that mathematical learning and problem solving can be enhanced by using metaphors as they provide students with a tool for thinking. But assisting pre-service teachers to understand the importance of careful and accurate explanations for mathematical concepts remains an issue. This paper investigates how a mathematics teacher made us...

Despite the hype surrounding enterprise architectures, they have delivered little on their promise. In this paper, we argue that enterprise architectures built using component-based frameworks are fundamentally flawed, in that they model the enterprise as a set of independent structures with discrete boundaries. Disparate concrete metaphors are used to describe each of these structures, with th...

BACKGROUND All languages use metaphoric expressions; some deliberately chosen, some (for example, 'digesting information') not usually perceived as metaphoric. Increasingly, it is suggested metaphoric expressions constrain the way we conceptualise the world, as well as being a means of achieving stylistic effect. AIM To study metaphoric expressions used by doctors and patients in general prac...

Social cognition is the scientific study of the cognitive events underlying social thought and attitudes. Currently, the field's prevailing theoretical perspectives are the traditional schema view and embodied cognition theories. Despite important differences, these perspectives share the seemingly uncontroversial notion that people interpret and evaluate a given social stimulus using knowledge...