The problem of metaphor and conceptual metaphors in language, thought, and discourse

Abstract

This study examines some issues related to the essence of rhetorical thinking and its transformations. What are its ways of working in language, thought and discourse? What is the nature of figurative meaning? What is its relationship to semantics? In fact, our choice of these issues is justified in the sense that metaphor is the domain of metaphor, a matter that preoccupied the early scholars, and neglected by some perspectives that had relied entirely on Western conceptions. There fore, we decided to direct this research to invest some traditional tools by adapting them, as they are more efficient, even though there is an urgent need to invent new procedures and concepts that respond to the conditions of analyzing language and human mind in the current era. In this study, we establish applications on models of advertising discourses and to show the ways of their work argumentatively.