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Whilst the necessity of taking the culture-side of metaphor and metonymy into account is easy to proclaim in broad terms of theoretical and methodological maxims, the operationalization of culturally oriented metaphor research is far from being fully established. Formulating hypotheses about cross-cultural differences as well as similarities in the uses of metaphor and metonymy demand a signifi cant amount of empirical data COGNITION gathering that involves constructing special SONJA KLEINKE research corpora and checking their validity ZOLTÁN KÖVECSES against larger, “general” corpora and against ANDREAS MUSOLFF other corpus-based fi ndings. Insofar as the AND VERONIKA SZELID intensifi ed interest in empirical linguistic data of metaphor and metonymy use has increased, the role of “context” has also become more central – not just in the sense that context-less examples have largely disappeared from current research CULTURE CULTURE debates but also in the theoretically signifi cant sense that the character of context as a culturally AND mediated ensemble of genres, registers and discourse traditions has become thematic, so that a uniform treatment has become less plausible. This insight is also refl ected in the structuring of COGNITION COGNITION this volume that encompasses various theoretical levels and empirical manifestations of metaphor THE ROLE OF METAPHOR AND METONYMY and metonymy in culture, ranging from their role in creative poetry and other innovative text genres, including the development of scientifi c linguistic terminology, over political and religious registers and conventionalized proverbs to multimodal uses. KLEINKE / KÖVECSES / MUSOLFF / SZELID KLEINKE / KÖVECSES MUSOLFF Talentum_Kovecses_Cognition and Culture_borito_168x238 G12.indd 1 6/21/12 11:36:25 AM cogniti on and cul ture Kovecses_Imprimatura.indd 1 2012.06.20. 21:15 series Ernő Kulcsár Szabó editors Gábor Sonkoly TÁL E N T U M SOROZAT • 6. Kovecses_Imprimatura.indd 2 2012.06.20. 21:15 cogniti on sonja kleinke zoltán kövecses andreas musolff and veronika szelid cul ture the role of metaphor and metonymy ELTE EÖTVÖS KIADÓ • 2012 Kovecses_Imprimatura.indd 3 2012.06.20. 21:15 Gelleri_Legality_:press 2012.02.29. 18:13Gelleri_Legality_:press Page 4 (Black plate) 2012.02.29. 18:13 Page 4 (Black plate) TÁMOP 4.2.1/B-09/1/KMR-2010-0003 „Európai Léptékkel a Tudásért, ELTE – Kultúrák közötti párbeszéd alprojekt” Gelleri_Legality_:press 2012.02.29. 18:13 Page 4A projekt (Black az plate) Európai Unió támogatásával, TÁMOP 4.2.1/B-09/1/KMR-2010-0003az Európai Szociális Alap társfinanszírozásával TÁMOP valósul 4.2.1/B-09/1/KMR-2010-0003 meg. „Európai Léptékkel a Tudásért, ELTE – Kultúrák„Európai közötti párbeszéd Léptékkel alprojekt”a Tudásért, ELTE – Kultúrák közötti párbeszéd alprojekt” A projekt az Európai Unió támogatásával, az EurópaiA projekt Szociális az AlapEurópai társfinanszírozásával Unió támogatásával, az Európai Szociális Alap társfinanszírozásával valósult meg. valósult meg. TÁMOP 4.2.1/B-09/1/KMR-2010-0003 „Európai Léptékkel a Tudásért, ELTE – Kultúrák közötti párbeszéd alprojekt” A projekt az Európai Unió támogatásával, az Európai Szociális Alap társfinanszírozásával valósult meg. TÁMOP 4.2.1/B-09/1/KMR-2010-0003 TÁMOP 4.2.1/B-09/1/KMR-2010-0003 TÁMOP 4.2.1/B-09/1/KMR-2010-0003 “For Knowledge on a European Scale, ELTE – Dialogue between Cultures Subproject” “For KnowledgeThe onProject a European is supported Scale, by theELTE European – Dialogue“For Union Knowledge between and co-financed Cultures on a European Subproject”by the European Scale, ELTE Social – Dialogue between Cultures Subproject” The Project is supportedFund. by the European Union and co-financedThe Project byis supported the European by the Social European Fund. Union and co-financed by the European Social Fund. TÁMOP 4.2.1/B-09/1/KMR-2010-0003 “For Knowledge on a European Scale, ELTE – Dialogue between Cultures Subproject” The Project is supported by the European Union and co-financed by the European Social Fund. © Balázs József Gellér, 2012 © Balázs József Gellér, 2012 © Editors and authors, 2012 ISBN © Balázs József Gellér, 2012 978-963-312-115-3 ISBN 978 963ISSN 312 2063-3718 085 9 ISBN 978 963 312 085 9 ISSN 2060 9361 ISSN 2060 9361 ISBN 978 963 312 085 9 www.eotvoskiado.hu ISSN 2060 9361 Executive Publisher: The Dean of the Faculty of Humanities of Eötvös Loránd University Editor-in-Chief: Dániel-Levente Pál Cover: Nóra Váraljai www.eotvoskiado.hu Layout: Heliox Film LLC www.eotvoskiado.hu Printed by: Prime Rate Ltd. www.eotvoskiado.huExecutive publisher: András Hunyady Executive publisher: András Hunyady Editorial-in-Chief: Dániel-Levente Pál Editorial-in-Chief: Dániel-Levente Pál Executive publisher: András HunyadyPrinted by: Multiszolg Bt. Printed by: Multiszolg Bt. Editorial-in-Chief: Dániel-LeventeLayout: Pál Tibor Anders Layout: Tibor Anders Printed by: Multiszolg Bt. Cover: Nóra Váraljai Cover: Nóra Váraljai Layout: Tibor Anders Cover photo: Europress Photo Agency / ThinkstockCover photo: Europress Photo Agency / Thinkstock Cover: Nóra Váraljai Cover photo: Europress Photo Agency / Thinkstock Kovecses_Imprimatura.indd 4 2012.06.20. 21:15 CONTENTS | ACKNOWLEDGEMENTS 9 | Introduction 11 5 | Part 1 CONTEXT 17 Éva illés Approaches to context 19 Zoltán Kövecses Creating metaphor in context 28 | Part 2 LINGUISTIC CREATIVITY 45 réka Benczes Why snail mail and not tortoise mail? 47 Bernadette Balázs Creative aspects of prefixation in English 55 lori gilbert Understanding Obama’s ‘Sputnik moment’ metaphor: A reference to war? 64 Ágnes Kuna Metaphors and metonymies in climbing route names 73 Kovecses_Imprimatura.indd 5 2012.06.20. 21:15 | Part 3 DISCOURSE ORGANIZATION 85 Sonja Kleinke Metonymic inferencing and metonymic elaboration in quotations: Creating coherence in a public internet discussion forum 87 Stefanie Vogelbacher Conceptual structures and communicative functions of metaphor in message board discourse – A project outline 99 | Part 4 THEORIES OF LANGUAGE 111 Frank Polzenhagen Some notes on the role of metaphors in scientific theorising 6 and discourse: Examples from the language science 113 lisa Monshausen Metaphors in linguistic discourse: Comparing conceptualisations of LANGUAGE in Searle and Chomsky 133 | Part 5 POLITICAL THOUGHT 143 andreas Musolff Cultural differences in the understanding of the metaphor of the “body politic” 145 orsolya Farkas Conceptualizations of the state in Hungarian political discourse 154 | Part 6 RELIGION 163 rita Brdar-Szabó How night gets transformed into a cross: Poetic imagery in Edith Stein’s Science of the Cross 165 Veronika Szelid “Set me as a seal upon thine heart”: A cognitive linguistic analysis of the Song of Songs 180 Kovecses_Imprimatura.indd 6 2012.06.20. 21:15 | Part 7 UNDERSTANDING PICTURES 193 anna Szlávi Metaphor and metonymy in billboards 195 | Part 8 PROVERBS 210 Sadia Belkhir Variation in source and target domain mappings in English and Kabyle dog proverbs 213 7 Kovecses_Imprimatura.indd 7 2012.06.20. 21:15 Kovecses_Imprimatura.indd 8 2012.06.20. 21:15 ACKNOWLEDGEMENTS The conference (entitled “Cognition and Culture”) on which the papers in this volume are based was supported by the European Union and co-financed by the European Social Fund (grant agreement no. TAMOP 4.2.1./B-09/1/KMR-2010- 0003). The conference was organized by the Cultural Linguistics doctoral program at ELTE, and participants included staff members and their doctoral students 9 from ELTE, the Department of English at Heidelberg University, and the School of Language and Communication Studies at the University of East Anglia. The organizers thank ELTE and TAMOP for their support of the conference. The editors of this collective volume, Sonja Kleinke, Zoltán Kövecses, Andreas Musolff and Veronika Szelid, are also grateful to ELTE and TAMOP for their financial support to make the publication of this book possible. Sherry Foehr of Heidelberg University kindly checked our English and provided useful comments. We appreciate her work very much. Finally, our special thanks go to Professor Tamás Dezső, Dean of the Faculty of Humanities, ELTE, for his valuable support of both the conference and the publication of this book. Kovecses_Imprimatura.indd 9 2012.06.20. 21:15 Kovecses_Imprimatura.indd 10 2012.06.20. 21:15 INTRODUCTION Since its inception, the cognitive approach to metaphor and metonymy has made their relation to culture a central topic in its analyses, with a view to grounding conceptual mappings in culture-specific knowledge and folk-theory systems.1 The strong epistemological hypotheses that cognitive theorists have formulated in favor of deriving “primary” metaphors from universal patterns of embodiment and in 11 neural structures2 have taken nothing away from this interest in the cultural speci- . ficity of metaphor and metonymy; instead, they have enhanced and complemented 11–15. it3. Only when an alternative (i.e., embodiment-based) motivation potentially underlies the empirically observable data regarding the uses of metaphor and metonymy does a specific claim that they are culturally grounded amount to a testable hypothesis in the first place. Furthermore, any such hypotheses become Cognition and culture and Cognition all the more meaningful if they can explain how embodied and, hence, more In: universal meaning structures are both enriched by culturally specific patterns of conceptual integration and entrenched in socially, historically and contextually situated traditions of usage.4 As a result, the past twenty-five years have seen exponential