Philip Eubanks's A War of Words in the Discourse of Trade: The Rhetorical PDF

By Philip Eubanks

This research through Philip Eubanks demanding situations conventional money owed of metaphor and considerably expands theories of "conceptual" metaphor via studying exchange Is warfare because it happens in concrete discourse.
Although scholarly curiosity in metaphor as a cultured, linguistic, and cognitive phenomenon has lengthy continued, Eubanks is one of the first to contemplate metaphor in its sociohistorical position. wondering significant bills of metaphor from Aristotle to the current, Eubanks argues that metaphor is not only prompted by means of yet truly is constituted by means of its concrete operation.
Far-reaching in its implications for our realizing of metaphor, Eubanks's premise permits us to determine metaphor as a sweeping rhetorical entity whilst it debts for the extra localized operations of metaphor of curiosity to linguists, philosophers of language, and cognitive scientists. offering a brand new version of metaphoric functioning, Eubanks reconsiders the main promising account of metaphor to this point, the suggestion of "conceptual metaphor."
Eubanks makes a speciality of the conceptual metaphor exchange Is War-a metaphor came across anywhere humans speak about enterprise and commerce-to advance his rhetorical version of metaphor. He analyzes exchange Is battle because it happens in the print information media, on tv dialogue exhibits, in educational works, in well known nonfiction and novels, in ancient financial observation, and in concentration workforce speak. whereas those examples do show a wealthy type within the makeup of exchange Is warfare, even more than mere style is at stake.
Trade Is warfare is implicated in a longer and rhetorically complicated dialog with different metaphors and literal techniques: exchange is peace, exchange Is a online game, exchange Is Friendship, alternate is a trip, and Markets Are packing containers. the popularity and research of this constituting dialog furthers a reevaluation concept. What additionally emerges, although, is a precious portrait of the discourse of exchange itself, a discourse that relies importantly upon a responsive interchange of metaphors.

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Extra resources for A War of Words in the Discourse of Trade: The Rhetorical Constitution of Metaphor

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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. When silver and gold were discovered in the United States territories some sixty years later, the discovery did not invite an invasion but rather led to an explosion of free enterprise. Yet the commonsense quality of trade is peace is nothing if not durable.

Negations carry discursive freight—sets of standard reasonings and judgments that only make sense in specific rhetorical environments. Thus, when we consider negations, we have to consider likely responses in light of a specific discourse. That is to say, the sky is blue is not usually sufficiently interesting to warrant anyone’s bothering to respond that the sky is not blue. However, many statements necessarily imply other contradictory statements. The statement abortion is murder of the unborn cannot be heard in our current culture without echoes of the standard contradictory response a woman has a right to control her own body.

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. They lack a discursive trajectory other than the theorist’s meta-stance, which tacitly precedes each example with if I were to say. But when both theorists and experimental subjects express and comprehend metaphors, they are sensitive to discursive trajectories.

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