Abstract

The use of words to label concepts is a weak point in CMT but one which is little discussed. This article considers the relative merits of image and writing as semiotic modes for identifying conceptual metaphor domains and whether image can offer an alternative to target is source formulae. It reports on an experiment in which MA translation students draw composite drawings to represent orientational metaphoric aspects of a UK government press release. Conventional metaphoric language deriving from the orientational metaphors, especially good is up/bad is down, plays a significant role across this text, forming a “metaphor chain” pattern. The drawings and post-task interviews with the participants reveal details of the internal structure of the source domain up and how it is conceptualized. Particularly of note is the strong horizontal forward aspect of orientation which emerges when the written text is represented pictorially. The article demonstrates how drawing can be used as a tool in metaphor-led discourse analysis.