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Abstract: 

George Lakoff, in Metaphors We Live By (2003) and Don’t Think of an Elephant!: Know Your Values and Frame the Debate (2006), has developed the cognitive concepts of framing and metaphor. In essence, Lakoff says humans think in metaphors that are images. These metaphors are essentially bounded by frames, which are determined by specific associated clusters of cultural images and language. The following article explains how cognition works in human understanding and how the ideas of cognitive scientists can be applied in everyday life Lakoff’s model can be used to combat drunk driving.

Keywords: MADD; World Health Organization; Lewis Henry Morgan Institute;

Affiliations:  1: Editor; 2: Lewis Henry Morgan Institute; 3: The Research Foundation of the State University of New York University.