Metaphors in Business Applications

Abstract

Commercial advertisements, social campaigns, and ubiquitous online reviews are a few non-literary domains where creative text is profusely embedded to capture a viewer's imagination. Recent AI business applications such as chatbots and interactive digital campaigns emphasise the need to process creative text for a seamless and fulfilling user experience. Figurative text in human communication conveys implicit perceptions and unspoken emotions. Metaphor is one such figure of speech that maps a latent idea in a target domain to an evocative concept from a source domain. This chapter explores the problem of computational metaphor interpretation through the glass of subjectivity. The world wide web is mined to learn about the source domain concept. Ekman emotion categories and pretrained word embeddings are used to model the subjectivity. The performance evaluation is performed to determine the reader's preference for emotive vs non emotive meanings. This chapter establishes the role of subjectivity and user inclination towards the meaning that fits in their existing cognitive schema.