A War of Words in the Discourse of Trade: The Rhetorical by Philip Eubanks

By Philip Eubanks

This examine by means of Philip Eubanks demanding situations conventional debts of metaphor and considerably expands theories of "conceptual" metaphor by way of studying alternate Is conflict because it happens in concrete discourse.
Although scholarly curiosity in metaphor as a cultured, linguistic, and cognitive phenomenon has lengthy persisted, Eubanks is without doubt one of the first to think about metaphor in its sociohistorical function. wondering significant debts of metaphor from Aristotle to the current, Eubanks argues that metaphor isn't just motivated by means of yet really is constituted via its concrete operation.
Far-reaching in its implications for our realizing of metaphor, Eubanks's premise allows us to work out metaphor as a sweeping rhetorical entity at the same time it bills for the extra localized operations of metaphor of curiosity to linguists, philosophers of language, and cognitive scientists. supplying a brand new version of metaphoric functioning, Eubanks reconsiders the main promising account of metaphor thus far, the thought of "conceptual metaphor."
Eubanks makes a speciality of the conceptual metaphor alternate Is War-a metaphor chanced on anyplace humans speak about company and commerce-to enhance his rhetorical version of metaphor. He analyzes exchange Is battle because it happens in the print information media, on tv dialogue indicates, in educational works, in well known nonfiction and novels, in ancient monetary remark, and in concentration workforce speak. whereas those examples do display a wealthy kind within the makeup of alternate Is conflict, even more than mere type is at stake.
Trade Is battle is implicated in a longer and rhetorically advanced dialog with different metaphors and literal thoughts: alternate is peace, exchange Is a video game, exchange Is Friendship, exchange is a trip, and Markets Are boxes. the popularity and research of this constituting dialog furthers a reevaluation thought. What additionally emerges, although, is a invaluable portrait of the discourse of alternate itself, a discourse that relies importantly upon a responsive interchange of metaphors.

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Additional info for A War of Words in the Discourse of Trade: The Rhetorical Constitution of Metaphor

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That means we have to understand metaphors as rhetorically constituted utterances. In particular, I argue that we need to understand the way the rhetorical functions discussed in chapter 2—contrastive intercourse, discursive trajectory, inflection, rhetorical etiquette, claiming/ ascribing, and attenuating/intensifying—shape metaphors. What follows, then, is not just a description of Trade Is War and the conversation in which it participates but rather a description of the conversation and the way it functions to shape specific metaphors.

Our plan is commerce, and that, well attended to, will secure us the peace and friendship of all of Europe; because it is in the interest of all of Europe to have America a free port. Her trade will always be a protection, and her barrenness of silver and gold secure her from invaders. (40) Paine’s observation may seem commonsensical, but it is not necessarily empirically sound. ” Thus, within Paine’s own logic, trade does not by itself promote peace. In fact, whether economic conditions will promote war or peace is unpredictable.

As a result, the change in example is itself trivial. ” For Black and others, this brief-example technique has important advantages. The theorist avoids lengthy discussion of idiosyncratic context. And brief examples are easy to adapt, as when Black recrafts man is a wolf into man is not a wolf but an ostrich, where man is not a wolf is literally true yet evidently metaphorical (“More” 34). The use of fish-out-of-water examples implies that it does not matter that we do not know who said them and why.

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