NJES Volume 5, No. 1 (2006)

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    The Creative Use of Idioms in Advertising
    (2006-09-14T18:52:51Z) Lundmark, Carita
    This paper is concerned with the cognitive mechanisms involved in the creative exploitation of idiomatic expressions in advertisements. In line with Grady et al. (1999), the analysis is based on the complementing theories of conceptual metaphor and conceptual blending, each handling different aspects of the complex message. Assuming that idioms are motivated by conventional images and metaphorical mappings (cf. Lakoff 1987, Kövecses and Szabó (1996), Gibbs (1997) etc.), it is argued that these conceptual metaphors form the basis of creative blends, which in some respects are similar to the pattern referred to as “double grounding” (Feyaerts and Brône 2002).
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    Dwelling upon Metaphors: The Translation of William Gass’s Novellas
    (2006-09-15T11:27:57Z) Monti, Enrico
    This paper presents a contextual analysis of metaphor translation in literary discourse, with reference to William Gass’s Cartesian Sonata & Other Novellas (New York: Knopf, 1998). Due to its deep formal investigation of language and vivid imagery, this work of fiction raises several interesting issues in its translation. My focus is on the way linguistic metaphors reinforce each other throughout the text and on how they relate–and contribute–to the theme and tone of the whole collection, thus imposing further constraints on their translatability. The Cartesian dualism between mind and matter is exposed and revitalized in metaphorical language. The dense layering of information within innovative metaphors, strategies of foregrounding and the strong musical quality of Gass’s prose require a willingness on the part of the translator to negotiate their cognitive and stylistic significance in the face of the natural asymmetry of languages. In order to articulate this point, some examples have been drawn from my unpublished Italian translation of these novellas.
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    Electrifying Performances and Brains that Fuse: Metaphor and the Cognitive Function of Electricity
    (2006-09-14T18:06:27Z) Johansson Falck, Marlene
    In this paper, written within the framework of cognitive linguistics, metaphorical expressions involving electricity as a source domain are discussed. The majority of the expressions are from The Oxford English Dictionary, but there are also instances from Cambridge International Dictionary of English and 20th Century Words. As reflected by the material, correlations in experience between the discovery and various target domains have motivated a large number of metaphorical mappings. The overall aim of the study is to account for a number of different ways in which the discovery has helped speakers of English to structure their thoughts and given them new possibilities to express themselves. The study is important because it focuses on the use of “things” in the world around us as tools for working with experience, and for developing language. That being the case, it highlights the relationship between the structure of the world and the structure of our thoughts.
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    Grammatical Metaphor/Metonymy in the Treaty Establishing A Constitution for Europe: A Comparison between the English and Swedish Versions
    (2006-09-15T12:04:05Z) Stålhammar, Mall
    In order to investigate the use of grammatical metaphor in comparable English and Swedish texts, the English and Swedish versions of the proposed Treaty establishing a Constitution for Europe were analysed. Results show that the Swedish version prefers combinations of ad¬verbials and passive verb forms to corresponding active verb forms. In contrast, comparison with current Swedish usage shows that active verb forms occur in similar cases in general language. The term gram¬mati¬cal metonymy is proposed for a certain type of grammatical metaphor.
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    Introduction
    (2006-09-14T16:16:41Z) Wikberg, Kay
    This is an introductory article to the NJES Special Issue on Metaphors.
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    Justified Pride? Metaphors of the Word Pride in English Language Corpora, 1418–1991
    (2006-09-14T17:34:43Z) Tissari, Heli
    This article deals with the words pride, proud and proudly in a cognitive linguistic framework, addressing the questions: (1) What causes pride? (2) Which other concepts are associated with pride? (3) What are people’s behavioural reactions to pride? (4) Which conceptual metaphors contribute to people’s understanding of pride? It discusses and compares three periods, Late Middle and Early Modern English (1400–1700), Late Modern English (1700–1900), and Present-Day (20th century) English, with the aim of tracing possible changes in the conceptualization of pride. The data comes from five electronic corpora of English containing a number of different text types.
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    Justified pride? Metaphors of the word pride in English language corpora, 1418–1991
    (Gothenburg University, 2006-09) Tissari, Heli
    This article deals with the words pride, proud and proudly in a cognitive linguistic framework, addressing the questions: (1) What causes pride? (2) Which other concepts are associated with pride? (3) What are people’s behavioural reactions to pride? (4) Which conceptual metaphors contribute to people’s understanding of pride? It discusses and compares three periods, Late Middle and Early Modern English (1400–1700), Late Modern English (1700–1900), and Present-Day (20th century) English, with the aim of tracing possible changes in the conceptualization of pride. The data comes from five electronic corpora of English containing a number of different text types.
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    Live, Moribund, and Dead Metaphors
    (2006-09-14T16:33:26Z) Alm-Arvius, Christina
    Prototypical instances of live, moribund and dead metaphors can be distinguished, but the peripheral parts of these categories intersect in an indeterminate way because of contextual modifications or interpretative differences among language users. The basic distinctive criteria are that 1) the target meaning of a live metaphor is transparently connected with the source, while 2) a moribund metaphor is entrenched and lexicalised and need not be understood via its source, although the source and the metaphor are polysemously connected. Finally, 3) a dead metaphor is no longer a metaphor. It has become literalised, since it is not now connected with its historical source content.
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