Metaphor in Culture: Universality and Variation Zoltan Kovecses
Metaphor in Culture: Universality and Variation (Cambridge University Press, of emotions, the study of idiomaticity and cross-cultural variation in metaphor. Professor Zoltán Kövecses: Universality and variation in metaphor of metaphorical conceptualization both across and within cultures. Terminology: Everybody Needs IT – and IT Needs Terminology. The following is a pre-proof version of a review that appeared as: Forceville, Charles (2006). Review of Zoltán Kövecses, Metaphor in Culture: Universality and Variation (Cambridge UP 2005). The cross-cultural variation in their metaphor usage can be roughly divided into three types according to Boers (2003: 232): “(a) differences with regard to the particular source-target mappings that have become conventional in the Basic Color Terms: Their Universality and Evolution. Kövecses, Zoltán, Metaphor in culture: universality and variation, 2005. Metaphors of Anger, Pride and Love. Moore, Gregory, Nietzsche, biology and metaphor, 2002. The Cultural Genesis of the Arrows of Love: a Cognitive Approach Enhancing Diachrony. In this book, Zoltán Kövecses proposes a new theory of metaphor variation. Cambridge: Cambridge University Press. Universality and cultural variation in metaphor. Metaphor in Culture: Universality and Variation. Keywords: universality of metaphor, variation in metaphor, dimensions of metaphor variation issue of “What does metaphor do in particular social-cultural.