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Washing the Brain: Metaphor and Hidden…
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Washing the Brain: Metaphor and Hidden Ideology

by Andrew Goatly

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Epigraph
"Knowing begins with the awareness of the deceptiveness of our common-sense perceptions...most people are half-awake, half-dreaming and are unaware that most of what they hold to be true and self-evident is illusion produced by the suggestive influence of the social world in which they live." (Fromm 1983: 28)
Dedication
I dedicate this book to the memory of my father
EDGAR HAMILTON GOATLY
(1919-2000)
As a boy scout, I was verbally tested by my own father for my cycling badge, along with my friend John Hitchens. He deliberately led me to give the wrong answer to one of the questions. 'If you are cycling up a hill and finding it too difficult what would you do? Wouldn't you stand on the pedals?' I agreed, and scored one mark less than John, to whom my father had not put the second slanted part of the question.
A good man, with no selfish genes.
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Before we embark upon our exploration of metaphors and their relation to ideology I need to provide some background to this study.
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