The intuitive appeal of a scientific theory has to do with how well its metaphors fit one’s experience.

having an argument and talking about one. The normal way for us to talk about attacking a position is to use the words “attack a position.” Our conventional ways of talking about arguments presuppose a metaphor we are hardly ever conscious of. The metaphor is not merely in the words we use—it is in our very concept of an argument. The language of

orientational metaphors,

The CONDUIT Metaphor

TIME IS MONEY

language is metaphorically structured.

The concept is metaphorically structured, the activity is metaphorically structured, and, consequently, the

The essence of metaphor is understanding and experiencing one kind of thing in terms of another.

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