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"Buenos dias", "buenas noches" -- this was the first words in a foreign language I heard in my life, as a three-year old boy growing up in developing post-war Western Germany, where the first gastarbeiters had arrived from Spain. Fascinated by the strange sounds, I tried to get to know some more languages, the only opportunity being TV courses of English and French -- there was no foreign language education for pre-teen school children in Germany yet in those days. Read more

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New from Oxford University Press!


What is English? And Why Should We Care?

By: Tim William Machan

To find some answers Tim Machan explores the language's present and past, and looks ahead to its futures among the one and a half billion people who speak it. His search is fascinating and important, for definitions of English have influenced education and law in many countries and helped shape the identities of those who live in them.

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Medical Writing in Early Modern English

Edited by Irma Taavitsainen and Paivi Pahta

This volume provides a new perspective on the evolution of the special language of medicine, based on the electronic corpus of Early Modern English Medical Texts, containing over two million words of medical writing from 1500 to 1700.

Book Information


Title: Washing the Brain
Subtitle: Metaphor and Hidden Ideology
Written By: Andrew Goatly
URL: http://www.benjamins.com/cgi-bin/t_bookview.cgi?bookid=DAPSAC%2023
Series Title: Discourse Approaches to Politics, Society and Culture 23

Now Available in Paperback

Readable online, access URL for directions

Contemporary metaphor theory has recently begun to address the relation
between metaphor, culture and ideology. In this wide-ranging book, Andrew
Goatly, using lexical data from his database Metalude, investigates how
conceptual metaphor themes construct our thinking and social behaviour in
fields as diverse as architecture, engineering, education, genetics,
ecology, economics, politics, industrial time-management, medicine,
immigration, race, and sex. He argues that metaphor themes are created not
only through the universal body but also through cultural experience, so
that an apparently universal metaphor such as event-structure as realized
in English grammar is, in fact, culturally relative, compared with e.g. the
construal of 'cause and effect' in the Algonquin language Blackfoot.
Moreover, event-structure as a model is both scientifically reactionary
and, as the basis for technological mega-projects, has proved
environmentally harmful. Furthermore, the ideologies of early capitalism
created or exploited a selection of metaphor themes historically traceable
through Hobbes, Hume, Smith, Malthus and Darwin. These metaphorical
concepts support neo-Darwinian and neo-conservative ideologies apparent at
the beginning of the 21st century, ideologies underpinning our social and
environmental crises. The conclusion therefore recommends skepticism of
metaphor’s reductionist tendencies.

Table of contents

Dedication, v
Typographical conventions, vii
Table of contents, ix–xiii
List of tables, xv–xvi
List of figures, xvii
Preface, 1–8
Section 1, 9
1. Introducing metaphor, 11–33
2. Metaphors of power, 35–87
3. Metaphors for humans and the living world, 89–118
4. Humans as animals, literal or metaphorical? 119–161
5. Interactions between metaphor themes, 163–214
Introduction to section 2, 215–216
6. Are metaphorical themes universal? 217–279
7. Grammar, metaphor and ecology 281–333
8. Capitalism and the development of ideological 335–402
Bibliography 403–414
Main index 415–422
Name and author index 423–426
Index of languages 427
Index of metonymy themes (X AS Y), metaphor themes (X IS Y), metaphor
equations (X = Y) and theme reversals 429–431

"In his brilliant book Andrew Goatly convincingly argues that part of the
blame for the way we have messed up our world politically, ecologically,
economically, biologically, is on the deep-seated and largely unnoticeable
metaphors that shape our thinking. As a first step to remedy the situation,
we need to uncover these ideologically-loaded metaphors and look for
alternative ones. The book is a clear, well-informed, and sometimes even
moving appeal for understanding the role of metaphors in the human
-Professor Zoltan Kövecses, Eötvös Loránd University

Publication Year: 2008
Publisher: John Benjamins
Review: Read the review
BibTex: View BibTex record
Linguistic Field(s): Psycholinguistics
Issue: All announcements sent out by The LINGUIST List are emailed to our subscribers and archived with the Library of Congress.
Click here to see the original emailed issue.

Format: Hardback
ISBN: 9027227136
ISBN-13: 9789027227133
Pages: 431
Prices: U.S. $ 180.00
Europe EURO 120.00
Format: Paperback
ISBN: 9027227209
ISBN-13: 9789027227201
Pages: 431
Prices: Europe EURO 36.00
U.S. $ 54.00