A metáfora na instauração da linguagem : teoria e aplicação

This article is made up of three important areas: "return to the conception of the Aristotelian metaphor" (1), "metaphor in cognitive theory" (2) and "the metaphor in the area of 'economics'" (3). In the first part, an attempt is made to return to position the concept of metaphor in the theory of "transfer", overtaking that which was considered merely lexical; the reflections of "new North American criticism" and of "Russian formalism" are considered on the relative distance to the concept of metaphor as it was present in Rhetoric. In the second part, which makes up one of the most important of the work, the author considers the metaphor as a creative force of language in general and not as a simple diversion of poetic language. In the third part, the guiding principles of the conception of the metaphor are applied, consideration being given to the the language of the "media" and above all to the specific language of "econmoics". Finally, the language of "economics" and "common" language are compared