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Language, Individual & Society, Volume 11, 2017

Liubov Nekrasova
Pages: 106-113
Published: 24 Aug 2017
Views: 450
Downloads: 108
Abstract: According to George Lakoff metaphor can be understood as an attribute of everyday language, and metaphor is used in the realm of conventional life. Developing this idea, we may take avatar, an Internet alter ego for a person, as an example of metaphor. However, the practice of communication gives the examples of making avatars much earlier than IT appeared in our life. The author of the article studies using metaphor as a “structural material” for avatar long before Internet – in the XVIII century, in the beginning and the middle of the XX century.
Keywords: metaphor, avatar, suvorov, story, culture, history, media, journalism, public, toffler, image, lakoff
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