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

Original paper^[1].

Summery

Lakoff set several moral metaphors used liberals and conservatives.

The most important is strength metaphor:

Good
- Being good is being upright
- Morality is strength (Conservatives tel you to stand up and fight. It correlate with the FFFF for fighting against danger to survive. Tal Yaron 13:12, 15 August 2012 (IDT))
  - Through sufficient self-discipline to meet one's responsibilities and face existing hardships.
    - punishment can be good for you, since going through hardships builds moral strength.
  - Actively through self-denial and further self-discipline.
  - Two moral strengths:
    - External threats: Courage is the strength to stand up to external evils.
    - internal threats: Cases where the issue ofself-control arises.
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))

The world is divided in to good and evil (FFFF style Tal Yaron 13:24, 15 August 2012 (IDT))

To remain good in the face of evil (to "stand up to" evil), one must be morally strong.
One becomes morally strong through self-discipline and self-denial.
Someone who is morally weak cannot stand up to evil and so will eventually commit evil.
Therefore, moral weakness is a form of immorality.
Lack of self-control (the lack of self-discipline) and self-indulgence (the refusal to engage in self-denial) are therefore forms of immorality.