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Language understanding is one of the most important characteristics for human beings. As a pervasive phenomenon in natural language, metaphor is not only an essential thinking approach, but also an ingredient in human conceptual system. Many of our ways of thinking and experiences are virtually represented metaphorically. With the development of the cognitive research on metaphor, it is urgent to formulate a computational model for metaphor understanding based on the cognitive mechanism, especially with the view to promoting natural language understanding. (...) Many works have been done in pragmatics and cognitive linguistics, especially the discussions on metaphor understanding process in pragmatics and metaphor mapping representation in cognitive linguistics. In this paper, a theoretical framework for metaphor understanding based on the embodied mechanism of concept inquiry is proposed. Based on this framework, ontology is introduced as the knowledge representation method in metaphor understanding, and metaphor mapping is formulated as ontology mapping. In line with the conceptual blending theory, a revised conceptual blending framework is presented by adding a lexical ontology and context as the fifth mental space, and a metaphor mapping algorithm is proposed. (shrink)

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Drawing on insights from contemporary studies on conceptual metaphor and multimodal metaphor, the present study proposes a tentative analysis of multimodal metaphorical argument from the perspective of the extended theory of pragma-dialectics. A case, Liqun Commercial, is presented as an illustration. This commercial proves to use a conceptual metaphor, life is a journey, that underlies a multimodal metaphorical argument. The conceptual metaphor is highly acceptable in the cultural context of the Chinese target audience. Due to the restrictions imposed by the (...) institutional context, the commercial tries to convince the audience by using implicit argumentative means. In this endeavor, multimodal metaphorical argument is used to enhance the commercial’s effectiveness by foregrounding through framing the aspects the protagonist desires to show and by using a strategy to evade sanctions for ignoring institutional constraints. (shrink)

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Visual argumentation has attracted the attention of argumentation theorists for several decades, with research focus evolving from the legitimacy of the use of visuals in argumentation to exploring how images can function as integral parts of argumentation. Scholars (e.g., Kjeldsen 2015b, 2016) have noted that images perform dual functions in argumentation: as symbols contributing _noesis_ and as phenomena invoking _aesthesis_. Building on this foundation, the present study focuses on latent images that are overlooked in current argumentation studies. It is argued (...) that latent images are conveyed in an “expressed implicit” manner. These images not only serve as visual flags to capture the audience’s attention and harness the advantages of visual representation to deliver direct sensory stimulation, but also reshape the original structure of visual argumentation and argument schemes. Short video advertisements for financial management courses are discussed as a case study to demonstrate how one specific type of argument by latent images—visual argument from latent authority—achieves an interplay of _noesis_ and _aesthesis_, thereby transforming the original argumentative structure, establishing various forms of authority, and maneuvering strategically to deliver a direct emotional impact to the audience and shift the burden of proof. (shrink)

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Abduction and metaphor are two significant concepts in cognitive science. It is found that the both mental processes are on the basis of certain similarity. The similarity inspires us to seek the answers to the following two questions: (1) Whether there is a common cognitive mechanism behind abduction and metaphor? And (2) if there is, whether this common mechanism could be interpreted within the unified frame of modern intelligence theory? Centering on these two issues, the paper attempts to characterize and (...) interpret the generation and evolution of scientific metaphors from the perspective of the cognitive mechanism of abductive inference. Then it interprets the common cognitive mechanism behind abduction and metaphor within Hawkins’ frame of intelligence theory. The commonality between abduction and metaphor indicates the potential to further explore human intelligence. (shrink)

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