Figurative communication (the use of metaphor, metonymy, hyperbole and irony) provides economy of expression, clarity, persuasiveness, politeness, evaluation, and communication of emotions. However, it also increases the potential for misunderstanding in situations when people lack shared background knowledge. This book combines theoretical frameworks with empirical studies that measure the effectiveness of different approaches to the use of figurative language in advertisements, to show how to maximise the benefits of creative metaphor and metonymy in global advertising. It highlights how subtle differences (...) in colour, layout, and combinations of different kinds of figurative language affect the reception and appreciation of creative advertising, shedding new light on the nature of figurative communication itself. With a balance between theory, experiments and practical case studies, this book is accessible for academics in linguistics and communication studies, as well as advertising and marketing professionals. (shrink)

The need to provide novel but meaningful ways to reason and talk about an unprecedented crisis such as the Covid-19 pandemic has resulted in a surge of creative metaphoric expressions in a variety...

In diesem Aufsatz geht der Autor der Frage nach, ob und in wiefern die theologische Annahme, daß das Christusgeschehen paradigmatisch für den Begriff des Handeln Gottes ist, verständlich ist. Der Verfasser analysiert dafür die Geschichte der Leben-Jesu-Forschung und versucht die christologischen Konsequenzen der verschiedene Interpretationen für die Konstruktion eines Modells des Handeln Gottes herauszufinden. Er benützt Gedanken geschichtsphilosophischer Art um eine solche Ausdehnung der Vorstellung des Christusgeschehens zu verteidigen, daß auch andere Zeiten als das erste Jahrhundert einzuschließen sind. Damit zeigt (...) der Verfasser, daß Lessings Problem des garstigen Grabens und viele Formen der Leben-Jesu-Forschung theologisch von falschen Fragestellungen ausgehen. (shrink)

Name der Zeitschrift: Neue Zeitschrift für Systematische Theologie und Religionsphilosophie Jahrgang: 57 Heft: 1 Seiten: 138-154.

This volume contains surveys of the main issues in philosophical aesthetics, as discussed by thinkers from ancient Greece to modern times.

ABSTRACTThis article offers the first large-scale study of a multimodal corpus of 210 advertisements. First, the reader is presented with a description of the corpus in terms of the distribution of conceptual operations and use of modal cues. Subsequently, the weight of mode and marketing strategy to trigger more or less amounts of conceptual complexity is analyzed. This corpus-based survey is complemented with the qualitative analysis of three novel metaphor–metonymy interactions that stem from the data and that have not yet (...) been surveyed in multimodal use. The results show that metaphtonymy is the most frequet conceptual operation in the corpus; that there is a significant effect of the use of modes in the activation of different amounts of conceptual complexity; and that the type of advertised product and the marketing strategy has no significant effect on the number and complexity of conceptual mappings in the advert... (shrink)

Philosophy is one of the most intimidating and difficult of disciplines, as any of its students can attest. This book is an important entry in a distinctive new series from Routledge: The Great Philosophers . Breaking down obstacles to understanding the ideas of history's greatest thinkers, these brief, accessible, and affordable volumes offer essential introductions to the great philosophers of the Western tradition from Plato to Wittgenstein. In just 64 pages, each author, a specialist on his subject, places the philosopher (...) and his ideas into historical perspective. Each volume explains, in simple terms, the basic concepts, enriching the narrative through the effective use of biographical detail. And instead of attempting to explain the philosopher's entire intellectual history, which can be daunting, this series takes one central theme in each philosopher's work, using it to unfold the philosopher's thoughts. (shrink)

This article aims to provide a corpus-based evidence of the ubiquitous presence of metaphors in verbal discourse about classical music and the embodied basis of metaphors for musical motion. We analyzed authentic examples extracted from a 5,000-word corpus of texts taken from peer-reviewed music academic journals. We applied a systematic method to identify metaphor-related words and to label conceptual metaphors that reduces the analyst’s bias in the identification of metaphors. Our main findings are: the presence of metaphors in academic discourse (...) on music is significantly higher than in academic discourse in general ; most of the identified metaphors to describe musical motion are correlational metaphors ; and metaphors for musical mot.. (shrink)

This volume represents a translation of the majority of the essays in one of those collections.

This paper reevaluates Adorno’s theory of non-identity following from a critical examination of his reading of Hegel. The main discussion revolves around two theses central to both philosophers: 1. Conceptual thinking forms the centre of philosophical thought (identification). 2. Philosophical thought aspires to become everything (totality). The analysis of two distinct interpretations, one stricter and one more moderate, demonstrates that Adorno takes the hardline view. With the moderate view, however, not only do the limits of Hegelian philosophy become more pronounced, (...) they also reveal novel systematic connections with pivotal concepts inherent to Critical Theory – connections that have notably lacked substantial consideration within relevant research. (shrink)

Das Wort »Metakritik«, heute eine gängige philosophische Vokabel, (er-)findet der Königsberger Publizist und Schriftsteller Johann Georg Hamann (1730–1788) im Zuge seiner intensiven Auseinandersetzung mit Kants ›Kritik der reinen Vernunft‹. – Das vorliegende Buch bietet erstmals eine durchgängige, eingehende und umfassende Kommentierung der ›Metakritik über den Purismum der Vernunft‹ (1784) und ihrer Begleittexte. In seinem Sprachdenken ist Hamann ein entscheidender Vermittler zwischen dem angelsächsischen Empirismus und dem Frühidealismus in Deutschland. Über ihre spezifische Kantkritik hinaus ist Hamanns ›Metakritik‹ philosophiegeschichtlich und systematisch von (...) Interesse vor allem für die Sprach- und Religionsphilosophie. (shrink)

This article explores the way in which death metaphors written in the urban mural for David Bowie in London contribute to creatively reframing the artist’s death. While research on death metaphors has focussed on traditional written genres such as obituaries and epitaphs, studies of urban memorials and shrines have focussed on the creation of fandom identities, downplaying the role played by figurativity, creativity and emotional connotation. The present article aims to bridge the gap between these two areas of study by (...) presenting a corpus-based study of 585 items written on the mural for David Bowie. The research questions are: How is Bowie’s death conceptualised? To what extent are death metaphors in Bowie’s mural creative? and What is the relationship between the metaphorical framing of Bowie’s death and the projection of emotional connotations? The findings of our study reveal that Bowie’s songs emerge as a highly productive metaphorical source domain to understand the artist’s death, in which fans recontextualise lines from Bowie’s lyrics in creative and positive ways. (shrink)

Die mit dem Buch von Oswald Schwemmer vorgestellte Grundlegung etabliert Kulturphilosophie als eine systematisch organisierte Disziplin, und zwar als Ansatz für Forschungen, die auch über die geistigen Verhältnisse der Menschen ein empirisches Wissen bilden können. Angesichts der historischen Kontingenz und Vielfalt der verschiedenen Kulturen konzentriert sich die vorliegende Darstellung auf die - z. B. bildlichen und begriffli-chen - Medien, die als kollektiver Grundbestand die Formen der menschlichen Artikulation und Sinnbildung in einer Kultur prägen. Das Buch bietet eine Grundlegung auch (...) für Leser, die sich in den oft verwirrenden Disputen der Philosophie noch nicht verfangen haben. Eine Orientierung auf dem gedanklichen Weg dieser Grundlegung soll die Begriffskette Artikulation und Medium - Medium und Symbol - Symbol und Form - Form und Sinn - Sinn und Bild - Bild und Begriff - Begriff und Kultur geben, mit der die einzelnen Kapitel über ihre Titel zusammengehalten werden. Die Titelbegriffe stehen dabei für die Themenfelder, mit denen sich die Überlegungen in den jeweiligen Kapiteln auseinandersetzen. Diese Fokussierung auf ganze Themenfelder erlaubt es, in einigen Exkur-sen auch Um- oder Seitenwege in diesen Gebieten zu gehen. Dass die gedanklichen Wege dieser Grundlegung am Ende wieder zu ihrem Ausgangsbegriff Kultur zurückführen, zeigt, dass das Ende auch als ein neuer Anfang, nämlich zur Fortsetzung des Projektes einer medientheoretisch orientierten Kulturphilosophie gelesen werden kann. (shrink)

ABSTRACTComputers are now able to automatically generate metaphors, but some automatically generated metaphors are more well received than others. In this article, we showed participants a series of “A is B” type metaphors that were either generated by humans or taken from the Twitter account “MetaphorIsMyBusiness”, which is linked to a fully automated metaphor generator. We used these metaphors to assess linguistic factors that drive metaphor appreciation and understanding, including the role of novelty, word frequency, concreteness, and emotional valence of (...) the topic and vehicle terms. We additionally assessed how these metaphors were understood in three languages, including English, Spanish, and Mandarin Chinese, and whether participants thought they had been generated by a human or a computer. We found that meaningfulness, appreciation, speed in finding meaning, and humanness ratings were reliably correlated with each other in all three languages, which we interpret to indicate a mor... (shrink)

This book is a compact, accessible treatment of the main ideas advanced by the positivists, including Schlick, Carnap, Ayer, and the early Wittgenstein. Oswald Hanfling discusses such ideas as the 'verification principle' ('the meaning of this statement is the method of its verification') and the 'elimination of metaphysics, ' an attempt to show that metaphysical statements, for example about God, are unverifiable and therefore meaningless.

What is philosophy about and what are its methods? _Philosophy and Ordinary Language_ is a defence of the view that philosophy is largely about questions of language, which to a large extent means _ordinary_ language. Some people argue that if philosophy is about ordinary language, then it is necessarily less deep and difficult than it is usually taken to be but Oswald Hanfling shows us that this isn't true. Hanfling, a leading expert in the development of analytic philosophy, covers (...) a wide range of topics, including scepticism and the definition of knowledge, free will, empiricism, folk psychology, ordinary versus artificial logic, and philosophy versus science. Drawing on philosophers such as Austin, Wittgenstein, and Quine, this book explores the nature of ordinary language in philosophy. (shrink)

The Anglican Tradition of Moral Theology Alan M. Suggate Hooker and the via media For the English who experienced the impact of the Reformation on the ...