I Is an Other: The Secret Life of Metaphor and How It Shapes the Way We See the World

FromPresidentObama'spoliticalrhetorictotheburstingofthehousingbubble,fromconversationstocommercials,JamesGearyshowsthateveryaspectofourday-to-dayexperienceismoldedbymetaphor.GearytakesreadersfromAristotle'sinvestigationofmetaphorrightuptothelatestneuroscientificinsightsintohowmetaphorworksinthebrain.Witty,persuasive,andoriginal,IIsanOtherexploresmetaphor'seffectsonfinancialdecisionmaking,effectiveadvertising,leadership,learning,andmore.Romeo'sexclamation"ItistheEast,andJulietisthesun!"maybeoneofthemostwell-knownmetaphorsinliterature,butmetaphorismorethanadeviceoflove-struckpoets.AsGearydemonstrates,metaphorhasleapedoffthepageandlandedwithamightysplashrightinthemiddleofthestreamofconsciousness.