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“metaphorical thinking is the way we make sense of the world” and neurological research shows that humans experience pleasure when performing the “cognitive gymnastics” of deciphering metaphors to connect two dissimilar things, asserts Geary (The World in a Phrase) in a delightful examination that borrows for its title from a poem by Rimbaud, whose writing aimed to “upset conventional orders of perception.” Tests on people who do not understand metaphors, such as those with Asperger’s syndrome, uncover the roles that “mirror” and “Gnostic” neurons play in conceptual comprehension and long-term memory. Geary also analyzes how metaphors are used in advertising, scientific discoveries, economics, and politics. “metaphors, once forgotten or ignored, are easily mistaken for objective facts,” he warns, showing how metaphor “surreptitiously infiltrates our purchasing decisions.” Voters, consumers, and investors interested in knowing how their decisions may be influenced by well-planned metaphors will be fascinated by Geary’s adept explication of the metaphor’s role in defining perceptions.Review“Sherlock Holmes could glance at a bowler hat and tell that its owner’s wife had ceased to love him. In this brilliant book about metaphor James Geary is no less astonishing….You’ll scarf down every page of I Is an Other and then ask for more.” (Michael Dirda, Pulitzer Prize-winning critic and author of Book by Book and Classics for Pleasure )“This book is a prism, refracting the white light of language into a kaleidoscopic celebration of its images and etymologies.” (Ben Schott, author of Schott’s Original Miscellany and Schott’s Almanacs )“This book is for everyone interested in the subtle operations of language and thought….I is an Other is one of those ‘must-read’ books for this year, for any year. It deserves a wide audience, and it will find one.” (Jay Parini, Professor of English and Creative Writing, Middlebury College and author of Promised Land: Thirteen Books that Changed America )“James Geary’s ‘I Is an Other’ (is) especially timely… he succeeds in making the case that metaphor is the meat of language and not a sauce.” (Wall Street Journal )“The author further manages to weave together a fascinating amount of information… I Is an Other really shines when it focuses on the simple yet profound… you’ll never look at a metaphor the same way again—metaphorically speaking.” (New York Journal of Books )