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No description available.

The role of the engineer in the late capitalist society of the last half century has been misunderstood at best. The lack of a consistent job description for engineers in various fields, a lack of job security, and a lack of respect from both industry and society have spawned severe angst in the engineering community. A classic remedy for this situation has been the rallying of engineering practitioners under a banner of increased professionalism. If engineers could make themselves more like doctors and lawyers — the respected members of professional society — they would gain similar respect and job satisfaction. This project analyzes current state of engineering practice as revealed in the self-image of the individual engineer. A survey of popular engineering literature is employed in order to develop a composite self-image of the engineer: the technical hired hand of industry. "Professionalization" is then demonstrated to be useless in the improvement of this situation and furthermore, undesirable in the late capitalist social and economic climate of the late twentieth century. Late professionalism—an alternative to a understanding of professionalism—is offered as a means by which to improve the job satisfaction of engineers in contemporary society. Suggesting that each engineer is free to negotiate the terms, conditions, and length of his/her own employment based on a personal understanding of the job requirements, late professionalism empowers the engineer to adopt a comfortable position in the late capitalist economy. A new metaphor—the commissioned engineer—is employed in support of the late professional understanding of the engineer's occupation. / Master of Science

Sojourners, or people who live in a foreign country for a limited period of time, must prepare to communicate effectively in a foreign culture. Current theory suggests that sojourners learn to develop primary social interaction schemas to prepare for intercultural communication. Because sojourners may not stay in a country long enough to develop schemas, sojourners could benefit from a tool designed to help them acquire schemas for their host countries. Conceptual and situation metaphors can help sojourners gain useful insights into the cultures they prepare to face. To investigate metaphors that may assist sojourners, international students studying in the United States were interviewed to uncover the metaphors they already used to describe their experiences, as well as to see if new metaphors could be created to assist future sojourners. The conceptual and situation metaphors uncovered are discussed in within the framework of schemas. / Master of Arts

Background: This research was designed to explore the experience and understanding of counsellors' and psychotherapists' engagement with metaphors in the therapeutic process. The aim is to reflect on the experience of therapists involved in therapeutic metaphors from differing perspectives. Methodology: In a heuristic study a group of seven therapists (counsellors and psychotherapists) shared their use of metaphors in their therapy practice. Data were collected through an informal conversational interview that supported the participants to share their experiences in a natural dialogue. Findings: The experience of using metaphor in therapy appears to involve a multi-faceted web of generation, construction and development between the therapist and client. Various levels of depth of metaphor in therapy were identified along with links to transferential and cultural issues. Metaphors of hope also appear to be potentially important. Discussion: The findings suggest that the use of metaphors in therapy is pervasive. Metaphors that reflect an empathic connection and encounter between therapist and client were identified. Dualistic thinking around the origination of metaphors in therapy is challenged and the concept of co-creation and the mutual development of moving metaphors is discussed. Environmental and cultural influences are considered alongside transferential aspects. Conclusion: It appears that the use of metaphor in therapy is pervasive and offers an opportunity for therapeutic change. The consideration of the construction of metaphors and their mutual development may be useful for therapists to consider. This research highlights the need for more investigation with regard to client perspectives, the environmental impacts on metaphors in therapy and who the therapist and client stand for metaphorically for each other.

Contemporary consumers are deluged by advertising. Their lack of interest and defense has challenge advertisers to motivate consumers to process ads. From the advertising literature, rhetorical devices can be attention getting, arousing, affect inducing and memorable. Specifically, the use of metaphors expends dimensional thinking and enhances ad responses. This research proposes two types of metaphors (explicit vs. implicit) and examines the effects of product type and need for cognition on metaphor advertising. The present study uses experimental design with a 3(metaphor advertising: non-metaphoric vs. explicit-metaphoric vs. implicit-metaphoric) x 2(product type: utilitarian vs. hedonic) factorial design. Need for cognition is measured. Six different scenarios are established through fictitious product ads, and the ad effects are measures by attitude toward the brand and purchase intention to observe the response under different scenarios. The results indicate that the metaphor advertising is more effective than the non-metaphor advertising, which is consistent with previous studies. There is an interaction effect between the type of metaphor and product type. The explicit metaphor is more effective than implicit metaphor in promoting an utilitarian product. On the contrary, the implicit metaphor is more effective than the explicit metaphor in promoting a hedonic product. High need of cognition enhances the effects of metaphor advertising. Compared with those who have lower level of need for cognition, the individuals who have higher level have more favorable attitudes toward the product and stronger purchase intention, especially on explicit metaphor.

Nowadays, consumers are lack of interest for advertisement because they are flooded by advertising. Therefore, advertisers try to motivate consumers to process ads. From the advertising literature, rhetorical devices can be attention-getting, arousing, and affect inducing and memorable. Specifically, the use of metaphors expends dimensional thinking and enhances ad responses. This research proposes two types of metaphors: juxtaposition vs. replacement. It examines the moderating effects of product type and consumers¡¦ gender differences on metaphor advertising. The present study uses experimental design with a 3(metaphor advertising: non-metaphor vs. juxtaposition vs. replacement) x2 (product type: search good vs. experience good) x2 (gender difference: male vs. female) factorial design. Six different scenarios are established through fictitious product ads, and the ad effects are measured by attitudes toward the ad, attitudes toward the brand, and purchase intention to observe the responses under different scenarios. The results indicate that the metaphor advertising is more effective than the non-metaphor advertising. In promoting a search good, the replacement metaphor is more effective than the juxtaposition metaphor. On the contrary, the juxtaposition is more effective than replacement in promoting an experience good. When females face metaphor ads for promoting a search good, the replacement is more effective than the juxtaposition. However, no such differences are found in males.The findings suggest that marketers should consider not only the product type they promote but also the gender of their target consumers in order to enhance the advertising effects.

Indiana University-Purdue University Indianapolis (IUPUI) / Over the course of five weeks, three children were engaged in various exercises involving the observance and creation of metaphors. Before and after the exercises, the children were asked a series of questions designed to determine their understanding of and ability to express their understanding of five abstract concepts. It was found that working with metaphor enhanced their abilities to grasp the concepts, in various and surprising ways. It was also found that their abilities to express their understanding was enhanced subtly.