Advance praise: 'This is a fascinating cross-cultural and cross-linguistic study of discourse, an energetic attempt to give ethnolinguistics its proper place. It is a profound discussion and exploration of major cultural concepts, the patterns of vocabulary and metaphor used to express and construct them, and the discourse strategies used to apply them. A rich analysis of the concepts and metaphors for truth, love, hate and war.' Andrew Goatly, Lingnan University, Hong Kong.