Aphorisms

I heard Martha and the Vandellas in concert a couple of months ago and they really knocked my socks off. And it just so happens that one of their hits, Heat Wave, is one of the best examples of a metaphor for love, as explained in this Q&A on the Marie Claire website…

“It is the East, and Juliet is the sun!” is one of Shakespeare’s most famous lines and one of the most well known metaphors in literature. But metaphor is much more than a mere literary device employed by love-struck poets when they refer to their girlfriends as interstellar masses of incandescent gas. We all use metaphor all the time. They turn up in the strangest places and influence us in surprising and often oddball ways.

Financial commentary
Stock prices soar, climb, leap, and perform all kinds of other superheroic statistical feats—all metaphors implying that stock prices are living things pursuing goals. Exposure to these metaphors leads people to expect the trends they describe to continue. If house prices are relentlessly described as climbing higher and higher, homeowners unconsciously assume the steady rise is unstoppable…

Your physical environment
People holding a hot cup of coffee are more likely to describe someone as ‘warm’ than people holding a cold cup of coffee. People sitting on a hard chair are more likely to be ‘tough’ negotiators than people sitting on a soft chair. People who seal their written recollections of a traumatic event in an envelope achieve greater emotional closure than those who do not seal their memories in an envelope. Metaphors transfer physical experience to psychological experience.

Product design
We evolved to rapidly recognize and respond positively to anything with large, wide eyes and a small nose and mouth—anything that looks like a baby. This instinctive positive emotional response can be transferred via visual metaphor to anything that looks like a face, even a car grill. People rate cars as cuter and more desirable if their front grills have been manipulated to look baby-like.

Military names
An analysis of the names given to Israeli military operations between 1948 and 2007 found that more than 60% of them alluded to either the natural world or the Bible, metaphorical names intended to suggest that the campaigns were either forces of nature or sanctioned by a higher power. Operation Enduring Freedom anyone?

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One ad has stuck in my mind since I first saw it in the 1970s: Prudential’s “Get a piece of the rock.” The image of Gibraltar is a powerful metaphor of safety, control, and security. An insurance company is not just an insurance company, but a rock of stability in turbulent times.

Physical experience
Anger is metaphorically described as heat in every culture. “She’s about to blow her top,” “He’s all steamed up,” “She’s a hot head,” and “In the heat of the moment” are all variations on the ‘anger is heat’ metaphor. In fact, the experience of physical heat is processed in the same brain region as emotional heat. Many metaphors piggyback on the language of physical experience.

Historical metaphors
In his State of the Union address, President Obama described the challenge of creating new industries and new jobs as “our generation’s Sputnik moment,” referring to 1957 when the Soviet Union put the first satellite into space. Historical metaphors create associations that influence our decisions, often without our conscious knowledge. So it’s important to carefully choose your metaphors, and to be vigilant about those used by others. There’s a big difference between making a giant leap for mankind and re-arranging deck chairs on the Titanic.

For more on metaphor, check out I Is an Other: The Secret Life of Metaphor and How It Shapes the Way We See the World.

Metaphor is intensely yet inconspicuously present in everything from ordinary conversation and commercial messaging to news reports and political speeches. To read about some of the most common metaphors and how to spot them, check out my guest post on Schott’s Vocab, courtesy of Mr. Ben Schott.

Want more? Buy I Is an Other: The Secret Life of Metaphor and How It Shapes the Way We See the World.

… and here’s a little preview:

Metaphor lives a secret life all around us. We utter about one metaphor for every 10 to 25 words, or about six metaphors a minute. Metaphor conditions our interpretations of the stock market and, through advertising, it surreptitiously infiltrates our purchasing decisions. In the mouths of politicians, metaphor subtly nudges public opinion; in the minds of businesspeople, it spurs creativity and innovation. In science, metaphor is the preferred nomenclature for new theories and new discoveries; in psychology, it is the natural language of human relationships and emotions.

Metaphor is a way of thought long before it is a way with words.

New research in the social and cognitive sciences makes it increasingly plain that metaphor influences our attitudes, beliefs, and actions in surprising, hidden, and often oddball ways. Metaphor has finally leapt off the page and landed with a mighty splash right in the middle of our stream of consciousness. That impact is making a big splash in the field of psychology, through metaphor therapy.

For the rest of this piece, check out the book excerpt in Ode.

Want more? Buy I Is an Other: The Secret Life of Metaphor and How It Shapes the Way We See the World

On the Poetry website, Stephen T. Ziliak, a professor of economics at the Roosevelt University and author of The Cult of Statistical Significance, writes in “Haiku Economics: Money, metaphor, and the invisible hand“: “Perhaps it’s the economists who can learn the most from poets about precision and efficiency, about objectivity and maximization—the virtues, in other words, of value-free science.” The essay is about how the emotions and moral sentiments informed much of early economic theorizing, until these were replaced by the strictly rational and utilitarian. Now we’re seeing that trend reversed: the ‘rational actor’ theory of economics is being replaced by behavioral finance, which explores how feelings and irrational motivations prompt our financial decisions. Ziliak quotes the poet Etheridge Knight: “Generally speaking, a people’s metaphors and figures of speech will come out of their basic economy … If somebody lives near the ocean and they fish, their language will be full of those metaphors. If people are farmers, they will use that kind of figure of speech. Metaphors are alive. When they come into being, they are informed by the politics and the sociology and the economy of now. That’s how language is.”

Flick on the business news and you’re in for a smorgasbord of financial metaphors. Gasp in horror as the bear market grips Wall Street in its hairy paws; then cheer as fearless investors claw back gains. Watch in amazement as the NASDAQ vaults to new heights; then cringe as it slips, stumbles, and drops like a stone. Wait anxiously to see if the market will shake off the jitters, slump into depression, or bounce back. Finance and economics are the ultimate numbers games, yet commentators from Helsinki to Hong kong instinctively use metaphors to describe what’s going on.

These and other examples of the figurative language commonly used in economics (boom, bust, or bubble anyone?) demonstrate that metaphor is at work in this seemingly most stolid of disciplines. According to Deirdre N. McCloskey in The Rhetoric of Economics, “The most important example of economic rhetoric . . . is metaphor. Economists call them ‘models.’ To say that markets can be represented by supply and demand ‘curves’ is no less a metaphor than to say that the west wind is ‘the breath of autumn’s being.’ ”

Blatant self-promotional message:

Want to know more about metaphor? Check out I Is an Other: The Secret Life of Metaphor and How It Shapes the Way We See the World, out on February 8.

John Gross, general all-around man of letters and compiler of the Oxford Book of Aphorisms (1983), passed away last month. Here is a fine appreciation from The Economist.

Another article by the always-interesting Tom Jacobs in Miller-McCune, this time about metaphor and military campaign names. An analysis of the names given to Israeli military operations between 1948 and 2007 found that more than 60% of them alluded to either the natural world or the Bible, metaphorical names intended to suggest that the campaigns were either forces of nature or sanctioned by a higher power. “The basic theoretical supposition is that military naming is a simple and useful mechanism that might be employed to blur undesired aspects—such as the human and economical costs—associated with the respective practices,” writes Dalia Gavriely-Nuri of Hadassah College Jerusalem, Bar-Ilan University, the researcher who conducted the study. Operation First Rain and Operation Lightning Strike suggests these operations are an “inevitable, natural event, rather than one worthy of public examination.” Of course, this practice is widespread. Hezbollah’s Operation Truthful Promise is “a noble-sounding name for the kidnapping of two Israeli soldiers,” Jacobs cites Gavriely-Nuri as pointing out. Operation Enduring Freedom anyone?

A while back I blogged about kennings, a kind of metaphor codified in The Prose Edda, the 13th century Icelandic epic by Snorri Sturluson. A kenning is a metaphor that replaces a proper name with a poetic description of what that person, place or thing is or does. For example, in ancient Icelandic verse, a sword is not a sword but an “icicle of blood”; a ship is not a ship but the “horse of the sea”; eyes are not eyes but the “moons of the forehead”. Though invented by ancient Icelandic bards, kennings are still quite common. We use them every day. Simple phrases such as ‘brain storm’ and ‘pay wall’ are basic kennings. And so is ‘snow farm,’ a kenning that’s increasingly used as a result of the recent spate of inclement weather. This NYTimes story describes the ‘snow farms’ springing up in Boston: “In Boston, where more than 60 inches have fallen since Christmas, plows are depositing excess at six ‘snow farms’—otherwise known as vacant lots—around the city … ‘We’re shoehorning the stuff anywhere we can put it,’ said John Isensee, the public works director in Lawrence, a seven-square-mile city that added eight inches to its snow piles Thursday.” Just goes to show you how in trying to describe something new we instinctively become 13th century Icelandic bards…

Blatant self-promotional message:

Want to know more about metaphor? Check out I Is an Other: The Secret Life of Metaphor and How It Shapes the Way We See the World, out on February 8.

In the State of the Union address on Tuesday, President Obama returned to a metaphor he has used before—the comparison of this moment in American history with the space race of the 1950s and ‘60s. “Half a century ago, when the Soviets beat us into space with the launch of a satellite called Sputnik, we had no idea how we would beat them to the moon … But after investing in better research and education, we didn’t just surpass the Soviets; we unleashed a wave of innovation that created new industries and millions of new jobs. This is our generation’s Sputnik moment.”

As described in my previous post on this metaphor, Obama clearly intended the metaphor to be an inspirational call to entrepreneurship and invention. But Sputnik is not the right metaphor for our current predicament, and it is unlikely to light a fire under the next generation of American innovators.

First of all, Sputnik long ago lost its iconic status in our collective memory. Few younger people today can probably imagine just how great a shock the Soviet launch of Sputnik was—to our national pride, yes, but even more importantly to our national security. That generalized sense of imminent threat from a foreign power does not exist today; it’s been replaced by the much more localized and personal threat of terrorism.

Second, the ‘space race’ between the United States and the Soviet Union was very much a competition and very much a race. The two countries were opponents competing head to head. The ‘race’ metaphor was implicit throughout Obama’s speech, most noticeably in the repeated use of phrases like “The future is ours to win” and “winning the future.” Our competitors in this race are countries like China and India, which are out-innovating us just as the Soviets did in the 1950s.

But this isn’t the 1950s, and unleashing “a wave of innovation” and creating “new industries and millions of new jobs” depends more on collaboration than confrontation with countries like China and India. Obama even acknowledged when he suggested that foreign students and the children of illegal immigrants be allowed to remain in the U.S. to start businesses and create jobs. The President, keen to sustain the conciliatory tone he struck at the memorial for the victims of the Tucson shooting, was careful to use the metaphor of “family” when referring to domestic issues. But he reverted to an ‘us versus them’ metaphor when talking about the economic threat posed by America’s foreign competitors.

Obama’s Sputnik metaphor isn’t right because today both the stakes and the threats are totally different. We do need to create jobs, get the economy going, and reduce C02 emissions, for sure. But to achieve those goals America needs China and India just as much as it needs investment in alternative energy and infrastructure projects. This race is only won if everyone crosses the finishing line at the same time.