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Metaphor in Culture: Universality and Variation Zoltan Kovecses
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Cambridge: Cambridge University press, 2005. Cambridge, UK: Cambridge University Press. Metaphor in culture: universality and variation Kövecses, Zoltán. Metaphor: A practical introduction. Metaphor in culture: universality and variation. Metaphor in culture: Universality and variation. Ortony (Ed.) Metaphor and thought (2nd ed.) (pp. The contemporary theory of metaphor. In this book, Zoltán Kövecses proposes a new theory of metaphor variation. Terminology: Everybody Needs IT – and IT Needs Terminology. 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. New York/Oxford: Oxford University Press. Reviewed work(s): Metaphor in Culture: Universality and Variation .