1. The Language of Creativity Metaphors and Conceptual Blending in Tech Development Bruce Rinehart

2. Some Concepts about Language Metaphor Theory Conceptual Blending

3. Metaphor Theory ‘More is up’

4. Conceptual Blending

5. Trashcan Basketball An example of conceptual blending

6. Trashcan Basketball

7. Inputs Trashcan Crumpled Paper Wall People Present ? Hoop Basketball Backboard Players Dribble Input 1 Room Input 2 Basketball

8. Trashcan Basketball Blend

9. Blended Space Trashcan Crumpled Paper Wall People Present Hoop Basketball Backboard Players Input 1 Room Input 2 Basketball Goal Ball Bank (double bank shot) Players Juggle Tapping

10. The Language of Creativity

11. Bruce Rinehart brucer@sims.berkeley.edu www.BruceRinehart.com