I Is an Other (5): Metaphors at Work

In business, psychology, science and politics, successful metaphors should be as common as one-liners at a comedy convention, as numerous as drunks at a tailgate party, as bountiful as bribes in Chicago politics.

In advertising, GEICO, the insurance company, has successfully grabbed attention with its use of metaphor (or it’s close cousin, the analogy) in its “Happier Than” campaign.
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I Is an Other (4): When Metaphors Strike Out

We can’t help but think and speak in metaphors. A hot temperature is the “high” for the day and a cold temperature is the “low.” The future is “ahead” and the past “behind.”

As James Geary says in I Is an Other, virtually the only way to understand something new is in reference to the old. When the theory of plate tectonics was first used to explain continental drift in the 1960s, the earth was compared to rice pudding–hard on the surface but pliable and liquid underneath (pp. 174-75). And electromagnetic fields were compared to two absolutely still corks floating separately in a bowl of water. Push one and the other moves. Not a perfect analogy, but helpful.

Yet not every metaphor works. Greary gives several examples. Here’s a headline from the Tulsa World:
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I Is an Other (3): It’s the Metaphors, Stupid!

In the current election cycle, America is once again finding out the power of metaphor. Mitt Romney got some points out of “trickle-down government” in the first presidential debate. Barack Obama failed to counter with one of his own. While the principle famously guiding the Clinton campaign in 1992 was, “It’s the economy, stupid,” perhaps the better piece of wisdom would be, “It’s the Metaphors, Stupid.”
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I Is an Other (2): Wired for Metaphor

Metaphors aren’t just clever comparisons. Metaphors are the way we think.

In I Is an Other James Greary (see previous blog here) demonstrates this by considering Rebecca. When she reads a headline that says, “Belt Tightening Lies Ahead,” or if someone says, “I’ll show you the ropes,” she has no idea what either means. She doesn’t wear a belt, and no one showed her any ropes. Rebecca is an extremely intelligent person who has Asperger’s syndrome. Her brain is virtually incapable of processing metaphors. She only understands what is literal (or metaphors whose meaning she has memorized).
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I Is an Other (1): Awash in Metaphors

Louise, my mother-in-law who died a few years ago at age ninety-one, grew up in southern Illinois with her siblings, including Bertha. The two of them did not get along well, finding various ways to be at odds with each other over the years. Even some time after Bertha died Louise commented to me, “Why, Bertha had a tongue that could sit on the front porch and pick grapes in the back yard!”
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