Urbanization gradually generated new needs and resources which, in their turn, led to a significant increase in technological innovation. As a consequence, digital transformations marked a radical change in the way people rethink and reorganize today’s society. Such transformations have not only shaped our lives but also influenced our cognitive status. We intuitively conceive and develop new concepts on the basis of metaphor. As a means of cognition, metaphors help us conceptualize things. The visual representations of what we perceive play a very important role in the way we conceptualize one mental domain in terms of another. By linking language to thinking and visual images, cognitive metaphor theory opens up the possibility for metaphor to serve as a vital methodological tool in investigating metaphoric representations.
