Discourse Goals Affect the Process and Product of Nominal Metaphor Production.

Although a large number of studies have addressed metaphor comprehension, only a few attempts have so far been made at exploring the process of metaphor production. Therefore, in this paper, we address the problem of how people generate nominal metaphors or identify an apt vehicle for a given topic of nominal metaphors. Specifically, we examine how the process and product of metaphor production differ between two discourse goals of metaphor, namely an explanatory purpose (e.g., to clarify) and a literary purpose (e.g., to aesthetically pleasing). Experiment 1 analyzed the metaphors (or vehicles) generated in the metaphor production task, and demonstrated that people identified more prototypical exemplars of the property to be attributed to the topic as a vehicle for explanatory metaphors than for literary metaphors. In addition, it was found that metaphors generated for the explanatory purpose were more apt and conventional, and had high topic-vehicle similarity than those generated for the literary purpose, while metaphors generated for the literary purpose were more familiar and imageable than those for the explanatory purpose. Experiment 2 used a priming paradigm to assess the online availability of prototypical and less prototypical members of the topic property during metaphor production. The result was that both prototypical and less prototypical members were activated in producing literary metaphors, while neither members were activated in the production of explanatory metaphors. These findings indicate that the process of metaphor production is affected by discourse goals of metaphor; less prototypical members of the category are searched for a vehicle during the production of literary metaphors, and thus literary metaphors are generated with less prototypical vehicles than explanatory metaphors.