Metaphor in Terminology: Visualization as a Way to Term Perception

Metaphor has recently gained extensive interest most probably due to developments in cognitive sciences and the study of language as the reflection of humans- world perception. Metaphor is no longer reckoned as solely literary expressive means. Nowadays it is studied in a whole number of discourses, such as politics, law, medicine, sports, etc. with the purpose of the analysis and determining its role. The scientific language is not an exception. It might seem that metaphor cannot suit it; we would dare to draw a hypothesis that metaphor has indeed found its stable place in terminology. In comprehension of metaphorically represented terms the stage of visualization plays a significant role. We proceeded on the assumption that this stage is the main in provision of better term comprehension and would try to exemplify it with metaphoricallyoriented terms.





References:
[1] Carew, A.L., Mitchell, C.A. Metaphors used by some engineering
academics in Australia for understanding and explaining sustainability.
In: Environmental Education Research, 2006, Vol. 12, No. 2, pp. 217-
231
[2] Charteris-Black, J. Corpus Approaches to Critical metaphor Analysis.
Palgrave MacMillan B. Smith, 2004.
[3] Charteris-Black, J. Politicians and Rhetoric. The Persuasive Power of
Metaphor. Palgrave MacMillan, 2005.
[4] Coëgnarts, M., Kravanja, P. From Thought to Modality: A Theoretical
Framework for Analysing Structural-Conceptual Metaphors and Image
Metaphors in Film. In: Image & Narrative, 2012, Vol 13, No 1.
[5] Forceville, Ch. Pictorial Metaphor in Advertising. Taylor & Francis e-
Library, 2002.
[6] Gentner, D., Jeziorski, M. The Shift from Metaphor to Analogy in
Western Science. In: Ortony, A. (ed.). Metaphor and Thought.
Cambridge University Press, 1993, pp. 447-480.
[7] Hoffman, R. Metaphor in Science. In: Honeck, R. P., Hoffman, R.R.
(ed.). Cognition and Figurative Language. Hillsdale, N.J.: Lawrence
Erlbaum Associates Publishers, 1981, pp. 393 - 423.
[8] Knudsen, S. Scientific Metaphor Going Public. In: Journal of Pragmatics
35, 2003, pp. 1247-1263.
[9] Lakoff, G. Johnson, M. Metaphors, We Live by. Chicago: University of
Chicago Press, 1980.
[10] Ortony, A. Why Metaphors are Necessary and Not Just Nice? In:
Educational Theory, 1975, Volume 25, Issue 1, pp. 45-53.
[11] Reddy, M.J. The Conduit Metaphor: A Case of Frame Conflict in Our
Language about Language. In: Ortony, A. (ed.). Metaphor and Thought.
Cambridge University Press, 1993, pp. 164-225.
[12] Skujiņa, V. Latviešu terminoloģijas uzstrādes principi. Rīga "Zvaigzne",
1993
[13] Veisbergs, A. (2007) Latviešu politiskā metafora. In: Akademiskā dzīve
44, 2007, pp. 14 - 20.
[14] Latvian Ref.
[15] Laplante, Ph.A (ed.). Comprehensive Dictionary of Electrical
Engineering. The Second Edition. Taylor & Francis Group, LLC, 2005.
[16] MacGraw Hill, Dictionary of Engineering. Second Edition. The
McGraw-Hill Companies, Inc., 2003.