If we know how metaphors work on a conceptual level, we can control their effects. We can avoid using metaphors that are confusing or distracting, and we can design metaphors that do exactly what we want. When we encounter metaphoric language, we can analyse what makes it effective or not. We can avoid being manipulated by subconscious metaphors, and we can accept the benefits of a metaphor while rejecting any aspects we find unhelpful or inaccurate.
-Karen Sullivan
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