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p.xv The preface guides us to this (&16) further look at the structure of conceptial systems and how they arise through metaphorical mappings from direct experience.

15. Conceptual Systems

All Those Eskimo Words for Snow
189b: "Recall that in chapter 8, we discussed universal conceptual schemas that are part of all human experience and introduced the contrasting idea of cultural frames. A cultural frame is a collection of words, concepts, and re;ationships characterizing some domain of human experience that is not universal, such as baseball, biophysics, meditation, or the Eskimo hunting culture. Although this is currently not provable, the embodied theory of language suggests that all universal conceptual schemas are expressible in any language, but many cultural frames will not be expressible in most languages."

Abstract and Cultural Concepts
p.194c: "Metaphor in general refers to understanding one domain in terms of another, as discussed in chapter 1 (Lakoff and Johnson, 2003). The NTL approach suggests that all of our cultural frames [such as baseball, marriaage and politics] derive their meanings from metaphorical mappings..."