James Geary, metaphorically speaking

140,790 views ・ 2009-12-18

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00:15
Metaphor lives a secret life all around us.
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We utter about six metaphors a minute.
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Metaphorical thinking is essential
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to how we understand ourselves and others,
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how we communicate, learn, discover
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and invent.
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But metaphor is a way of thought before it is a way with words.
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Now, to assist me in explaining this,
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I've enlisted the help of one of our greatest philosophers,
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the reigning king of the metaphorians,
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a man whose contributions to the field
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are so great that he himself
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has become a metaphor.
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I am, of course, referring to none other
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than Elvis Presley.
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01:01
(Laughter)
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Now, "All Shook Up" is a great love song.
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It's also a great example of how
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whenever we deal with anything abstract --
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ideas, emotions, feelings, concepts, thoughts --
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we inevitably resort to metaphor.
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01:15
In "All Shook Up," a touch is not a touch, but a chill.
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01:20
Lips are not lips, but volcanoes.
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01:23
She is not she, but a buttercup.
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And love is not love, but being all shook up.
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In this, Elvis is following Aristotle's classic definition of metaphor
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as the process of giving the thing
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a name that belongs to something else.
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This is the mathematics of metaphor.
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And fortunately it's very simple.
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X equals Y.
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(Laughter)
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This formula works wherever metaphor is present.
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Elvis uses it, but so does Shakespeare
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in this famous line from "Romeo and Juliet:"
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Juliet is the sun.
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Now, here, Shakespeare gives the thing, Juliet,
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a name that belongs to something else, the sun.
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But whenever we give a thing a name that belongs to something else,
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we give it a whole network of analogies too.
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We mix and match what we know about the metaphor's source,
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in this case the sun,
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with what we know about its target, Juliet.
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And metaphor gives us a much more vivid understanding of Juliet
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than if Shakespeare had literally described what she looks like.
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So, how do we make and understand metaphors?
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This might look familiar.
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The first step is pattern recognition.
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Look at this image. What do you see?
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Three wayward Pac-Men,
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and three pointy brackets are actually present.
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What we see, however,
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are two overlapping triangles.
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Metaphor is not just the detection of patterns;
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it is the creation of patterns.
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Second step, conceptual synesthesia.
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Now, synesthesia is the experience of a stimulus in once sense organ
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in another sense organ as well,
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such as colored hearing.
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People with colored hearing
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actually see colors when they hear the sounds
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of words or letters.
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We all have synesthetic abilities.
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This is the Bouba/Kiki test.
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What you have to do is identify which of these shapes
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is called Bouba, and which is called Kiki.
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03:26
(Laughter)
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If you are like 98 percent of other people,
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you will identify the round, amoeboid shape as Bouba,
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and the sharp, spiky one as Kiki.
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03:36
Can we do a quick show of hands?
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Does that correspond?
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Okay, I think 99.9 would about cover it.
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Why do we do that?
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Because we instinctively find, or create,
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a pattern between the round shape
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and the round sound of Bouba,
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and the spiky shape and the spiky sound of Kiki.
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And many of the metaphors we use everyday are synesthetic.
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Silence is sweet.
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Neckties are loud.
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Sexually attractive people are hot.
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Sexually unattractive people leave us cold.
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Metaphor creates a kind of conceptual synesthesia,
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in which we understand one concept
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in the context of another.
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Third step is cognitive dissonance.
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This is the Stroop test.
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What you need to do here is identify
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as quickly as possible
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the color of the ink in which these words are printed.
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You can take the test now.
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If you're like most people, you will experience
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a moment of cognitive dissonance
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when the name of the color
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is printed in a differently colored ink.
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The test shows that we cannot ignore the literal meaning of words
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even when the literal meaning gives the wrong answer.
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Stroop tests have been done with metaphor as well.
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The participants had to identify, as quickly as possible,
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the literally false sentences.
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They took longer to reject metaphors as false
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than they did to reject literally false sentences.
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Why? Because we cannot ignore
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the metaphorical meaning of words either.
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One of the sentences was, "Some jobs are jails."
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Now, unless you're a prison guard,
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the sentence "Some jobs are jails" is literally false.
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Sadly, it's metaphorically true.
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And the metaphorical truth interferes with our ability
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to identify it as literally false.
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Metaphor matters because
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it's around us every day, all the time.
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Metaphor matters because it creates expectations.
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Pay careful attention the next time you read the financial news.
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Agent metaphors describe price movements
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as the deliberate action of a living thing,
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as in, "The NASDAQ climbed higher."
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Object metaphors describe price movements
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as non-living things,
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as in, "The Dow fell like a brick."
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Researchers asked a group of people
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to read a clutch of market commentaries,
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and then predict the next day's price trend.
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Those exposed to agent metaphors
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had higher expectations that price trends would continue.
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And they had those expectations because
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agent metaphors imply the deliberate action
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of a living thing pursuing a goal.
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If, for example, house prices
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are routinely described as climbing and climbing,
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higher and higher, people might naturally assume
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that that rise is unstoppable.
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They may feel confident, say,
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in taking out mortgages they really can't afford.
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That's a hypothetical example of course.
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But this is how metaphor misleads.
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Metaphor also matters because it influences decisions
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by activating analogies.
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A group of students was told that a small democratic country
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had been invaded and had asked the U.S. for help.
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And they had to make a decision.
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What should they do?
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Intervene, appeal to the U.N., or do nothing?
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They were each then given one of three
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descriptions of this hypothetical crisis.
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Each of which was designed to trigger
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a different historical analogy:
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World War II, Vietnam,
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and the third was historically neutral.
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Those exposed to the World War II scenario
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made more interventionist recommendations
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than the others.
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Just as we cannot ignore the literal meaning of words,
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we cannot ignore the analogies
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that are triggered by metaphor.
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Metaphor matters because it opens the door to discovery.
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Whenever we solve a problem, or make a discovery,
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we compare what we know with what we don't know.
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And the only way to find out about the latter
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is to investigate the ways it might be like the former.
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Einstein described his scientific method as combinatory play.
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He famously used thought experiments,
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which are essentially elaborate analogies,
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to come up with some of his greatest discoveries.
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By bringing together what we know
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and what we don't know through analogy,
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metaphorical thinking strikes the spark
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that ignites discovery.
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Now metaphor is ubiquitous, yet it's hidden.
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But you just have to look at the words around you
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and you'll find it.
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Ralph Waldo Emerson described language
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as "fossil poetry."
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But before it was fossil poetry
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language was fossil metaphor.
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And these fossils still breathe.
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Take the three most famous words in all of Western philosophy:
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"Cogito ergo sum."
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That's routinely translated as, "I think, therefore I am."
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But there is a better translation.
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The Latin word "cogito"
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is derived from the prefix "co," meaning "together,"
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and the verb "agitare," meaning "to shake."
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So, the original meaning of "cogito"
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is to shake together.
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And the proper translation of "cogito ergo sum"
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is "I shake things up, therefore I am."
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(Laughter)
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Metaphor shakes things up,
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giving us everything from Shakespeare to scientific discovery in the process.
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The mind is a plastic snow dome,
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the most beautiful, most interesting,
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and most itself, when, as Elvis put it,
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it's all shook up.
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And metaphor keeps the mind shaking,
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rattling and rolling, long after Elvis has left the building.
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Thank you very much.
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09:22
(Applause)
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