With this book, Philip Eubanks opens an inviting pathway between conceptual metaphor theory (first outlined by Lakoff and Johnson in 1980) and the study of rhetoric (or discourse). The bidirectional communication along this pathway is mutually enriching: On the one hand, conceptual metaphor theory helps us recognize systematic patterns in the actual usage of metaphoric utterances; on the other hand, the study of active rhetoric helps us reassess conceptual metaphor theory. (Frank Boers)