Simpson, P states that "most metaphorical mappings are conveyed through familiar and commonly recurring linguistic expressions." The example given of this is the metaphor 'IDEAS ARE FOOD', which can be seen in a "variety of everyday constructions such as 'I can't stand that idea' and 'your theory is half-baked'". When we think about these phrases, the connection between ideas and food is clear and undeniable, while the connection between cars and desires is much vaguer. However, it is interesting to consider the reasoning behind the comparison between food and ideas. In extract 10, Knowles and Moon suggest that metaphors like these are "conventional metaphors" and are often used to help the reader gain a better understanding of something. Therefore, when we consider how we “consume” and “cook” ideas just like food, we gain a new understanding of it. Similarly in “The Great Gatsby,” Fitzgerald could use cars to help the reader better understand each character's desires. However in this case Fitzgerald is using a "creative metaphor" rather than a conventional one since this type of metaphor is not "institutionalized in