Geary's adept explication of the metaphor's role in defining perceptions analyzes how metaphors are used in advertising, scientific discoveries, economics, and politics, as well as how metaphors play in conceptual comprehension and long-term memory.;Foreword : why I is an other -- Metaphor and thought : all shook up -- Metaphor and etymology : language is fossil poetry -- Metaphor and money : how high can a dead cat bounce? -- Metaphor and the mind : imagining an apple in someone's eye -- Metaphor and advertising : imaginary gardens with real toads in them -- Metaphor and the brain : bright sneezes and loud sunlight -- Metaphor and the body : anger is a heated fluid in a container -- Metaphor and politics : freedom fries and liberty cabbage -- Metaphor and pleasure : experience is a comb that nature gives to bald men -- Metaphor and children : how should one refer to the sky? -- Metaphor and science : the earth is like a rice pudding -- Metaphor and parables and proverbs : mighty darn good lies -- Metaphor and innovation : make it strange -- Metaphor and psychology : a little splash of color from my mother -- Backword : the logic of metaphor.