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Set against the theoretical background of Conceptual Metaphor Theory, this paper compares the conceptualization of positive self-evaluation emotions and those originating from negative self-evaluation in English and Serbian. The findings show that these contrasting emotion concepts predominantly tend to be characterized by an independent and unique metaphoric conceptualization, i.e. that emotions such as pride and shame are only rarely structured via pairs of opposing metaphors (e.g. the up/ big‒down/small contrast). Other than that, although there is an asymmetry at a high level of generality (e.g. the precious possession‒undesirable object opposition), the specific-level metaphors are characterized by a unique elaboration of the metaphorical “possession of the object scenario”. On a more general level, negative self-evaluation emotions are found to be more strongly associated with the image of a reified emotion coming into forcible contact with the experiencer, thereby indicating that some of the most salient metaphors structuring negative self-conscious emotions exhibit a higher degree of entrenchment in the body.

On the Metaphorical Conceptualization of Contrasting Emotional Experiences: the Case of Pride and Shame in English and Serbian