Blending metaphors and arguments in advertising
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Sabrina Mazzali-Lurati
Abstract
The present chapter aims at outlining a framework of analysis that allows us to identify the central factors of advertising messages, in particular the arguments that addressers want to provide to addressees in order to convince them about the worth of the advertised product. Through the analysis of successful ads, we will try to understand how visual manifestations of metaphor and hyperbole are effective in the argumentation taking place in advertising discourse. A threestep analysis will help us in going deeper into how ads are structured and work.
Abstract
The present chapter aims at outlining a framework of analysis that allows us to identify the central factors of advertising messages, in particular the arguments that addressers want to provide to addressees in order to convince them about the worth of the advertised product. Through the analysis of successful ads, we will try to understand how visual manifestations of metaphor and hyperbole are effective in the argumentation taking place in advertising discourse. A threestep analysis will help us in going deeper into how ads are structured and work.
Kapitel in diesem Buch
- Prelim pages i
- Table of contents v
- Metaphors we live twice 1
-
The cognitive and linguistic dimension of metaphor
- Metaphor and simile 25
- Taste synaesthesias 47
- Selling and buying, killing and wounding 61
- Time is money – everywhere? Analysing time metaphors across varieties of English 79
- Metaphors, bilingual mental lexicon and distributional models 105
- Towards a model of metaphorical understanding 123
- On the role of perceptual features in metaphor comprehension 147
-
The communicative dimension of metaphor
- Adventures of a metaphor 173
- Moral disgust at its best 189
- “The Ultimate Spinner” 201
- Blending metaphors and arguments in advertising 217
- Metaphors and online learning 235
- Metaphor in sign language poetry 249
- Metaphor and the concept of sound in contemporary music 265
- Index 285
Kapitel in diesem Buch
- Prelim pages i
- Table of contents v
- Metaphors we live twice 1
-
The cognitive and linguistic dimension of metaphor
- Metaphor and simile 25
- Taste synaesthesias 47
- Selling and buying, killing and wounding 61
- Time is money – everywhere? Analysing time metaphors across varieties of English 79
- Metaphors, bilingual mental lexicon and distributional models 105
- Towards a model of metaphorical understanding 123
- On the role of perceptual features in metaphor comprehension 147
-
The communicative dimension of metaphor
- Adventures of a metaphor 173
- Moral disgust at its best 189
- “The Ultimate Spinner” 201
- Blending metaphors and arguments in advertising 217
- Metaphors and online learning 235
- Metaphor in sign language poetry 249
- Metaphor and the concept of sound in contemporary music 265
- Index 285
