 Recent contextualist accounts of metaphor have tended to be exercises in “truth conditional pragmatics”: metaphor involves some combination of enrichment and loosening in the applicability conditions of pertinent general terms, where the resulting content shift is just drastic enough to bring what the speaker is thereby taken to be saying and what she is thereby taken to mean or implicate into accord with pertinent conversational norms. The conceptual raw materials for the shifted content derive in part from what is taken for granted at a given point in a given conversation, in part from commonplaces belonging to “encyclopedia entries” permanently associated with particular terms for all competent users of those terms. In relevance theoretic accounts—Carston (2002), Bezuidenhout (2001), Sperber and Wilson (2008)—the adjustment is part of the same reflectively accessible process of conversational inference we use to work out classical Gricean implicatures. In Recanati’s competing account (2004), it is managed by “associative” processes to which the listener lacks routine reflective access. Sperber and Wilson maintain that metaphor is just an especially dramatic instance of processes of content modulation at work throughout the interpretation of language, involving no distinctive principles of its own.