METAPHOR AS A (CONSCIOUS) DISCOURSE STRATEGY – THE PRAGMATIC ASPECTS OF CONCEPTUAL METAPHOR

Author:
Cecilija Jurčić Katunar
Email:
cjkatunar@ffri.hr
Summary
The dynamics of an actual discourse situation require that we take into account not only the linguistic form of the metaphorical expression and its underlying conceptual structure (the two-dimensional model of the classic cognitive theory of metaphor), but also the communicative potential of this metaphorical expression. Participants in the communication process presume that an utterance has an optimal relevance (where the conventional, or, more often, the innovative metaphorical expression is sometimes more relevant than alternative linguistic choices), and, depending on the communicative intention and the actual discursive context, they adjust the ratio between the cognitive effort they invest and the effect that is achieved. The paper presents an overview of contemporary insights that explicitly or implicitly introduce the pragmatic aspect into research of metaphors from the perspectives of various disciplines.
Key words
cognitive linguistics; metaphorical creativity; discourse strategy; deliberate metaphor; purposeful metaphor
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