Analysis Of Why Cool Is Still Cool By Jonah Berger
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In “Why ‘Cool’ is Still Cool”, Jonah Berger, believing that humans’ senses play an important role in “shap[ing] language”, explains that people continue to use the 16th century word “cool” because they associate it with their senses, which in turn makes the metaphor unforgettable. Arguing that “senses… impact… [language]” as it “evolv[es]”, the author’s theory drives him to prove that phrases that incorporate senses are likely to persist because “they’re memorable”. Berger does this by recounting examples of sensory phrases overtaking their non-sensory synonyms, explaining that sensory metaphors help “express” complex ideas, and proposing that people who hear metaphors involving senses will likely remember and therefore repeat the phrase.