Cognitive linguists have done important work on universal aspects of metaphor, but they have paid much less attention to why metaphors vary both interculturally and intraculturally as extensively as they do. In this book, Zolt�n K�vecses proposes a new theory of metaphor variation.

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'The book is ... thorough and provides a good overview of existing theories before going on to develop these. ... an informative, readable and at times entertaining overview of metaphor and culture.' Psychologist

'It is well argued with a host of useful examples ... The book does provide a wealth of detailed and systematic theoretical material for those interested in how a cognitive approach of conceptual metaphors can usefully address variations in culture. I am sure that not only will it become a key resource for the cognitive linguistic researcher, but that all who study language in culture will find much to consider and reflect on.' Qualitative Research in Psychology

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