Linguists George Lakoff and Mark Johnson have researched the pervasive role of metaphors in human speech, and how they shape and reflect our perspectives, attitudes, and values. For instance, they explore the commonly used metaphor “argument as war,” as seen in phrases like "shooting down every point," "attacked every example," and "points are right on target."

Metaphors Shape Perspectives: Metaphors like "argument as war" frame how we view situations and engage with them. For instance, an argument, seen through this metaphor, becomes a verbal battle with winners and losers, demanding strategies for attack and defense.

Metaphors Vary Across Cultures: Different cultures may perceive the same concept differently. For example, imagine an argument viewed as a dance aiming to create a pleasing performance, rather than a battle to win or lose.

Real-world example: The Aymara people of Peru, for instance, see the future as behind us, because it's unknown and unseen, while the past is in front, because we can see and know it.

Linguistic and cultural metaphors can often lose or gain meaning when translated from one language or culture to another. By studying these translations, we can gain insights into the differences and similarities between cultures.