 Lakoff and his collaborators maintain that metaphor is at bottom a conceptual matter, a matter of thinking of one thing as and in terms of another. What Lakoff calls a conceptual metaphor or cross-domain map (e.g. love is a journey) is a standing pervasive culture-wide disposition to conceive one fixed sort of thing (e.g. love affairs), as and in terms of another fixed sort of thing (e.g. journeys). Such a cognitive disposition sets up a standing correspondence between particular standard love-affair concepts on the one hand and particular standard journey concepts on the other, with the effect that each time the relevant conceptual metaphor is invoked (in connection, perhaps, with a new pair of lovers),