Paper: Metaphor, Morality, and Politics, Or, Why Conservatives Have Left Liberals In the Dust ,George Lakoff, 1995

Original paper.

Summery

Lakoff set several moral metaphors used liberals and conservatives.

Conservative metaphors

The most important is strength metaphor:

• Good
  • Being good is being upright
  • Morality is strength
• Bad
  • Being bad is being low
  • Doing Evil is falling
  • Evil is a force (Conservatives tend to see evil as something done by somebody, and this relate to the FFFF mode of somthing that try to harm us. Tal Yaron 13:10, 15 August 2012 (IDT))