How Brands Acquire Cultural Meaning: Introduction

Peer Reviewedhttps://deepblue.lib.umich.edu/bitstream/2027.42/150586/1/jcpy1120_am.pdfhttps://deepblue.lib.umich.edu/bitstream/2027.42/150586/2/jcpy1120.pd

The role of metaphor in shaping the identity and agenda of the United Nations: the imagining of an international community and international threat

This article examines the representation of the United Nations in speeches delivered by its Secretary General. It focuses on the role of metaphor in constructing a common ‘imagining’ of international diplomacy and legitimising an international organisational identity. The SG legitimises the organisation, in part, through the delegitimisation of agents/actions/events constructed as threatening to the international community and to the well-being of mankind. It is a desire to combat the forces of menace or evil which are argued to motivate and determine the organisational agenda. This is predicated upon an international ideology of humanity in which difference is silenced and ‘working towards the common good’ is emphasised. This is exploited to rouse emotions and legitimise institutional power. Polarisation and antithesis are achieved through the employment of metaphors designed to enhance positive and negative evaluations. The article further points to the constitutive, persuasive and edifying power of topic and situationally-motivated metaphors in speech-making

The study of metaphor as part of Critical Discourse Analysis

This article discusses how the study of metaphoric and more generally, figurative language use contributes to critical discourse analysis (CDA). It shows how cognitive linguists’ recognition of metaphor as a fundamental means of concept- and argument-building can add to CDA's account of meaning constitution in the social context. It then discusses discrepancies between the early model of conceptual metaphor theory and empirical data and argues that discursive-pragmatic factors as well as sociolinguistic variation have to be taken into account in order to make cognitive analyses more empirically and socially relevant. In conclusion, we sketch a modified cognitive approach informed by Relevance Theory within CDA

Uncorking the potential of wine language for young wine tourists

Effective communication with consumers underpins growth in wine knowledge that, in turn, contributes to growth in wine consumption. Indeed, tasting notes may enhance consumers’ experiences of wine. Yet wine language is full of fuzzy concepts. In this chapter, we consider the language used to talk about wine, specifically the humanlike features of wine (e.g., wine is described as honest, sexy, shy, or brooding). We demonstrate that metaphoric language is integral to the experience of wine and influences consumer behaviour. We discuss practical implications for the cellar door experience, and for effective and ethical wine communication. We conclude that metaphoric language is a pedagogical and cultural platform for engaging younger wine tourists in the cellar door experience, which is a significant revenue source for micro, small, and medium wineries

Action in cognition: the case of language

Empirical research has shown that the processing of words and sentences is accompanied by activation of the brain's motor system in language users. The degree of precision observed in this activation seems to be contingent upon (1) the meaning of a linguistic construction and (2) the depth with which readers process that construction. In addition, neurological evidence shows a correspondence between a disruption in the neural correlates of overt action and the disruption of semantic processing of language about action. These converging lines of evidence can be taken to support the hypotheses that motor processes (1) are recruited to understand language that focuses on actions and (2) contribute a unique element to conceptual representation. This article explores the role of this motor recruitment in language comprehension. It concludes that extant findings are consistent with the theorized existence of multimodal, embodied representations of the referents of words and the meaning carried by language. Further, an integrative conceptualization of “fault tolerant comprehension” is proposed