Variation in Metaphor

Cognitive linguists have so far paid a great deal of attention to the emarkable universality of many conceptual metaphors. However, their theories fail to account for the equally impressive diversity of metaphorical conceptualization both across and within cultures. The present paper is an attempt to lay down the foundations of a theory of metaphor that is capable of simultaneously accounting for both universality and variation in metaphor.  Cognitive linguists have so far paid a great deal of attention to the emarkable universality of many conceptual metaphors. However, their theories fail to account for the equally impressive diversity of metaphorical conceptualization both across and within cultures. The present paper is an attempt to lay down the foundations of a theory of metaphor that is capable of simultaneously accounting for both universality and variation in metaphor