The Cognitive Role of Metaphors in Processes of Cultural Production

This paper discusses the potential of metaphor in the processes of cultural production. The authors believe that the creation of metaphors should be viewed as a mechanism for such production. This approach involves the interpretation of metaphor as a way of creating new meanings. The development of this idea requires a revision of the widespread substitution view of metaphor. So, if the literal meaning is known, the use of metaphors should be considered excessive. To avoid the view of metaphor as a simile or analogy, it must be assumed that through metaphor the common feature is created rather than explicated. To do this, a hypothesis is developed that the primary effect of metaphor is simply to capture imagination.