Metaphors that are deeply embedded in our culture are relatively easy to identify because of the number of linguistic markers associated with them. Try the following statement for size:

“He is mounting an attack (attack) on the fundamental rights we fought (previous battle) for decades to win.(triumph) And let me tell you those tactics (war plans) will not get us to give up (retreat) one inch of ground (territory). I mean, what a pathetic (insult) proposition. Let me throw down this challenge (duel). Let him go and muster his forces (army) and prove what he says about a legion (troops) of Australians demanding a showdown (battle) on this issue. I can tell you this, we will not yield (cede territory) to anyone who wants to destroy (kill) the rights of Australian workers to withdraw their labour. We will take to the streets (counter-attack) and there will be a river of blood (massive casualties) if he tries”

You can conclude that the metaphor used in the above statement is that of War. You may also have noticed that the speaker isn’t simply playing with words as in a surface metaphor. His argument is structured, performed, voiced, and understood in terms of war. Can you imagine him seeking to accommodate a range of views outside of the ones expressed? Can you see him responding in any way which doesn’t entail a fight, and a winner and loser?

War is the partial framework or template he uses to argue his point and agitate against deregulation of the labour market. It’s a partial framework, or template, because he is using the metaphoric concept ‘Argument Is War’ to structure how he argues and how he makes sense of what he’s doing as he’s doing it. If it were a complete framework he would be out in the streets with an AK47. It would be real war and the body count would be astronomical!

Sample any of the major social and political debates of today, identify the linguistic markers and you’ll more than likely uncover clear demonstrations of the Argument is War metaphor. This metaphor may well be the predominant structure we use for the debate of ideas and any exchange that goes beyond the boundaries of polite conversation in our culture.

It surfaces as a deeply embedded cultural metaphor beyond the consciousness of most people who participate in the dialogues of daily life. You may notice its presence wherever there is divergence of opinion: from domestic arguments to the highest matters of state.

Recall the last time you participated in a conversation that became heated and developed into an argument. Picture it if you can, remember the dialogue or the associated feelings. As you do, begin to notice the exact point of transformation from conversation to argument: the point where you felt your hackles rising, where emotions changed from cooperation to confrontation, where something triggered the fight or maybe flight response in you. What happened then? What seemed to be at stake? And how did you proceed? Review the following checklist and note when you complied:

• you became adversaries

• it became important to you, and/or your adversary, that they surrender their opinion and give victory to yours

• diversity of opinions produced conflict

• you began to plan a strategy on the run and marshal your intellectual
  A First Step to Overcoming Public Speaking Fear
  You may have heard the popular saying that ‘people fear public speaking more than death’. Whatever the truth of that claim, there is no doubt that a fear of public speaking is very common. If you are scared or nervous about speaking in front of an audience, you can take heart that you are not alone.Today, perhaps more than any point in history, effective verbal communication skills are essential to success in all types of businesses and workplaces. The majority of students and professionals in all walks of life are likely to be called upon to give a presentation at some point.A fear of public speaking can hamper your performance or even worse, cause you to purposefully avoid situations where you may need to present in front of an a
  those tactics (war plans) will not get us to give up (retreat) one inch of ground (territory). I mean, what a pathetic (insult) proposition. Let me throw down this challenge (duel). Let him go and muster his forces (army) and prove what he says about a legion (troops) of Australians demanding a showdown (battle) on this issue. I can tell you this, we will not yield (cede territory) to anyone who wants to destroy (kill) the rights of Australian workers to withdraw their labour. We will take to the streets (counter-attack) and there will be a river of blood (massive casualties) if he tries”

  You can conclude that the metaphor used in the above statement is that of War. You may also have noticed that the speaker isn’t simply playing with words as in a surface metaphor. His argument is structured, performed, voiced, and understood in terms of war. Can you imagine him seeking to accommodate a range of views outside of the ones expressed? Can you see him responding in any way which doesn’t entail a fight, and a winner and loser?

  War is the partial framework or template he uses to argue his point and agitate against deregulation of the labour market. It’s a partial framework, or template, because he is using the metaphoric concept ‘Argument Is War’ to structure how he argues and how he makes sense of what he’s doing as he’s doing it. If it were a complete framework he would be out in the streets with an AK47. It would be real war and the body count would be astronomical!

  Sample any of the major social and political debates of today, identify the linguistic markers and you’ll more than likely uncover clear demonstrations of the Argument is War metaphor. This metaphor may well be the predominant structure we use for the debate of ideas and any exchange that goes beyond the boundaries of polite conversation in our culture.

  It surfaces as a deeply embedded cultural metaphor beyond the consciousness of most people who participate in the dialogues of daily life. You may notice its presence wherever there is divergence of opinion: from domestic arguments to the highest matters of state.

  Recall the last time you participated in a conversation that became heated and developed into an argument. Picture it if you can, remember the dialogue or the associated feelings. As you do, begin to notice the exact point of transformation from conversation to argument: the point where you felt your hackles rising, where emotions changed from cooperation to confrontation, where something triggered the fight or maybe flight response in you. What happened then? What seemed to be at stake? And how did you proceed? Review the following checklist and note when you complied:

  • you became adversaries
  • it became important to you, and/or your adversary, that they surrender their opinion and give victory to yours
  • diversity of opinions produced conflict
  • you began to plan a strategy on the run and marshal your intellectua
    Branding Junk Removal - He Did It, Can You?
    What does it mean to be remarkable?Brian Scudamore, CEO and Founder of 1-800-GOT-JUNK?, who in 1996 was operating the million dollar plus company at the age of 26, said it means, “You’ve got to get out there and be loud and proud... You’ve got to stand out. You have got to have a brand that is worth remarking about.”He learned much about this type of philosophy from the book Purple Cow, written by one of his mentors, Seth Godin.It’s kind of like Sir Richard Branson’s recent flying superhero-saving nurses publicity stunt to launch Virgin Mobile Canada.Like Branson, Scudamore takes risks. He and his company want to make sure they get noticed. After all, they’re “building the Fed-Ex of Junk removal.” He does know, however
    ds as in a surface metaphor. His argument is structured, performed, voiced, and understood in terms of war. Can you imagine him seeking to accommodate a range of views outside of the ones expressed? Can you see him responding in any way which doesn’t entail a fight, and a winner and loser?

    War is the partial framework or template he uses to argue his point and agitate against deregulation of the labour market. It’s a partial framework, or template, because he is using the metaphoric concept ‘Argument Is War’ to structure how he argues and how he makes sense of what he’s doing as he’s doing it. If it were a complete framework he would be out in the streets with an AK47. It would be real war and the body count would be astronomical!

    Sample any of the major social and political debates of today, identify the linguistic markers and you’ll more than likely uncover clear demonstrations of the Argument is War metaphor. This metaphor may well be the predominant structure we use for the debate of ideas and any exchange that goes beyond the boundaries of polite conversation in our culture.

    It surfaces as a deeply embedded cultural metaphor beyond the consciousness of most people who participate in the dialogues of daily life. You may notice its presence wherever there is divergence of opinion: from domestic arguments to the highest matters of state.

    Recall the last time you participated in a conversation that became heated and developed into an argument. Picture it if you can, remember the dialogue or the associated feelings. As you do, begin to notice the exact point of transformation from conversation to argument: the point where you felt your hackles rising, where emotions changed from cooperation to confrontation, where something triggered the fight or maybe flight response in you. What happened then? What seemed to be at stake? And how did you proceed? Review the following checklist and note when you complied:

    • you became adversaries
    • it became important to you, and/or your adversary, that they surrender their opinion and give victory to yours
    • diversity of opinions produced conflict
    • you began to plan a strategy on the run and marshal your intellectua
      It’s That Bluey White I Really Like
      Soap powders. When it comes to branding, it turns out you can learn a lot from them. No you can, really. At least, in terms of learning how organisations turn to very similar catch-alls when forming their marketing messages to you.How often do you hear people tell you that brand is the most important thing. It’s what the big boys do – and they can’t be wrong. Yes, what did we marketing people ever do before we wrapped our services around the brand?Well, I kind of remember talking about how to hone your message for your audience. I remember talking about what vehicles you should be using to deliver your message.Don’t get me wrong. Never underestimate branding. A powerful and consistent brand will help differentiate you and enh
      any of the major social and political debates of today, identify the linguistic markers and you’ll more than likely uncover clear demonstrations of the Argument is War metaphor. This metaphor may well be the predominant structure we use for the debate of ideas and any exchange that goes beyond the boundaries of polite conversation in our culture.

      It surfaces as a deeply embedded cultural metaphor beyond the consciousness of most people who participate in the dialogues of daily life. You may notice its presence wherever there is divergence of opinion: from domestic arguments to the highest matters of state.

      Recall the last time you participated in a conversation that became heated and developed into an argument. Picture it if you can, remember the dialogue or the associated feelings. As you do, begin to notice the exact point of transformation from conversation to argument: the point where you felt your hackles rising, where emotions changed from cooperation to confrontation, where something triggered the fight or maybe flight response in you. What happened then? What seemed to be at stake? And how did you proceed? Review the following checklist and note when you complied:

      • you became adversaries
      • it became important to you, and/or your adversary, that they surrender their opinion and give victory to yours
      • diversity of opinions produced conflict
      • you began to plan a strategy on the run and marshal your intellectua
        Build Your Business with Travel Incentives
        Everyone knows that nothing closes a sale better than a free bonus. The problem is, selecting the right bonuses can be time consuming and expensive, plus the extra shipping costs can eat away at profit margins. That's why travel incentives are the perfect solution for both Internet-based and physical businesses.Travel incentives are a win-win business giveaway that you can use to close sales, reward frequent buyers, or offer as incentives for responding to upsells, cross-sells, or membership renewal campaigns.Travel incentives are typically presented as certificates which the bearer can redeem for air travel, cruises, hotel stays, or whatever other travel opportunity is offered on the travel incentive coupon.One of the best f
        member the dialogue or the associated feelings. As you do, begin to notice the exact point of transformation from conversation to argument: the point where you felt your hackles rising, where emotions changed from cooperation to confrontation, where something triggered the fight or maybe flight response in you. What happened then? What seemed to be at stake? And how did you proceed? Review the following checklist and note when you complied:
        • you became adversaries
        • it became important to you, and/or your adversary, that they surrender their opinion and give victory to yours
        • diversity of opinions produced conflict
        • you began to plan a strategy on the run and marshal your intellectual forces by coming up with ideas or points you could introduce
        • you noticed the weaknesses, lack of logic etc. of the other persons position and you mounted an attack based on those weaknesses
        • you played with words, introduced red herrings, and tried to manoeuvre the argument to put you in a stronger position
        • you attempted to defend your position by responding to the arguments and questions raised by the other person
        • if your opponent came up with a ‘gob-stopper’ you retreated to safer ground and regrouped for a counter-attack
        • you both may have got bored, or tired, of the argument and agreed on a stalemate, or called a truce so you could bring in reinforcements at some other time.
        • you could, with a combination of the above, have achieved victory and won the day
        • you, or your opponent, may have realised that, by continuing, a greater loss could ensue, and surrendered
        • your argument, or theirs, could have been so supremely logical or forceful that only a fool wouldn’t have sued for peace
        
        Now, here’s a question for you to ponder. What was it that seemed to draw you into behaving as you did during the argument?
        

        Think about other arguments you’ve had, and notice how an invisible force appeared to hijack the process. And think about the times that you went too far or felt so guilty and embarrassed over your behaviour that you were compelled to offer an apology.
        

        What came over you? Could it have been a little piece of brain software playing itself out without you being consciously aware of it? Could you have been hijacked by the Argument is War metaphor?
        

        But, what about instances in which people deliberately apply the Argument is War metaphor to trigger behaviour you wouldn’t ordinarily exhibit in public? Could you withstand it?
        

        A question on which to ponder. What if you found another equally powerful but infinitely less toxic conceptual metaphor in which to couch your argument? How about 'Argument is a Dance"? How would that influence how you structure and perform your argument?

        (c) Desmond Guilfoyle