TO THE PROBLEM OF DIFFERENTIATION OF COGNITIVE AND IMAGE META-PHORS: COGNITIVE EPIPHOR vs. IMAGE DIAPHOR

TO THE PROBLEM OF DIFFERENTIATION OF COGNITIVE AND IMAGE META-PHORS: COGNITIVE EPIPHOR vs. IMAGE DIAPHOR

Author:  S.A. Pankratova

Affiliation:  St. Petersburg State University of Film and Television (Saint Petersburg, Russia)

Abstract:  The article aims at disclosing the difference between two cognitively significant types of metaphor – the cognitive epiphor and the image-based diaphor. Its main topic centers around the problem of image representation and the problem of the production of new knowledge, based on initially familiar quantities.

In the article the author presents a new measurement method of the heuristic potential of different types of metaphors. In accordance with it, all complex, not single, metaphors can be represented by different in number conventional expressions (7±2 lexical units). Moreover, we have defined different types of basic features in the metaphoric process (function, word form, semantic type, predication type, “presumption of truthfulness”, logic of image schemes building). As a result of application of the heuristic potential measurement method we came to the conclusion that there are different types of metaphoric mechanisms – an explicit predication and a vague presentation, represented by the cognitive epiphor and the image-based diaphor. The knowledge of the heuristic potential possibilities in connection with two types of metaphors under study allows us to disclose the essence of metaphoric production from the pragmatic angle, as a means of influence and persuasion in the process of creating the listener’s metaphoric image representations.
On the basis of numerous examples from the English literature we summarize that the image-based diaphor is more semantically prominent, allowing possibilities of the double vision of the problem.

Keywords:  conceptualization, metaphor, metaphoric modeling, epiphor, diaphor, heuristic potential, imagery

References: 
Arnol'd, I.V. (2002). Stilistika. Sovremennyj anglijskij jazyk. Moscow: Flinta: Nauka.
Gachev, G.N. (1995). Nacional'nye obrazy mira: Kosmo-Psiho-Logos. Moscow: Akademija.
Ivanov, Vjach.Vs. (1978). Chet i nechet: Assimetrija mozga i znakovyh sistem. Moscow: Sovetskoe radio.
Karasik, V.I. (2002). Jazykovoj krug: lichnost', koncepty, diskurs. Volgograd: Peremena.
Lakoff, Dzh. (2004). Zhenshhiny, ogon' i opasnye veshhi: Chto kategorii jazyka govorjat nam o myshlenii. Moscow: Jazyki slavjanskoj kul'tury.
Nikitin, M.V. (2003). Osnovanija kognitivnoj semantiki. Sankt-Peterburg: Izd-vo RGPU im. A.I. Gercena.
Pankratova, S.A. (2014). Kognitivno-semanticheskie mehanizmy metaforizacii v sovremennom anglijskom jazyke: avtoref. dis. … d-ra filol. nauk. Sankt-Peterburg.
Solso, R. (2002). Kognitivnaja psihologija. Moscow: Trivola; Moscow: Libereja.
Uilrajt, F. (1990). Metafora i real'nost'. In Teorija metafory (pp. 82-110). Moscow: Progress.
Shhurina, Ju.V. (2009). Metafora kak istochnik komicheskogo v sovremennom rossijskom media-diskurse. Voprosy kognitivnoj lingvistiki, 4, 116-122.
Clark, J.M. & Paivio, A.A. (1987). Dual Coding Perspective on Encoding Process. In McDaniel M., Pressley M. (eds.) Imagery and related Mnemonic Process Theories, Individual Differences and Applications (pp. 5-33). N.Y.
French, M. (1990). Family money. Signet book. New American library. N.Y., Penguin books.
Johansson, R. (1993). The Brain’s Software: The Natural Languages and Poetic Information Processing. In The machine as metaphor and tool. Berlin (pp. 9-45), Heidelberg, N.Y.: Springer-Verlag.
Heller, J. (2004). Catch-22. A Corgi Book, Ealing, London.
Levin, K. (2000). Field theory in social sciences. London: Routledge.
Nelson, D.L., McKinney, V.M. & Bennett, D.J. (1999). Conscious and automatic uses of memory in cued recall and recognition. In Stratification in cognition and consciousness (pp. 173-203). Amsterdam; Philadelphia: J. Benjamin’s publishing company.
Plain, B. (1995). The Carousel. Bar-Nan Creations, Hodder and Stoughton, London.
Rosenblatt, P.C. (1994). Metaphors of family systems theory. Toward new constructions. N.Y.; London: The Guilford press.
Spencer, L.V. (1990). Morning glory. N.Y.: Jove books.
Tryon, T. (1986). Crowned heads. Fawcett publications, Greenwich, Connecticut.

Pages:  71-78