Muted metaphors and the activation of metonymies in advertising

Chapters in this book

1. Frontmatter i
2. Preface to the paperback edition vii
3. Acknowledgments ix
4. Contents xi
5. Introduction The cognitive theory of metaphor and metonymy 1
6. The interaction of metaphor and metonymy, and other theoretical issues
7. On the plausibility of claiming a métonymie motivation for conceptual metaphor 31
8. Refining the Inheritance Hypothesis: Interaction between metaphoric and metonymie hierarchies 59
9. The scope of metaphor 79
10. How metonymie are metaphors? 93
11. The role of mappings and domains in understanding metonymy 109
12. Metaphor, metonymy, and binding 133
13. Metaphor and metonymy in language structure and discourse
14. Metaphor and metonymy in language structure
15. Patterns of meaning extension, “parallel chaining”, subjectification, and modal shifts 149
16. Metaphor in semantic change 171
17. Straight from the heart – métonymie and metaphorical explorations 195
18. The EFFECT FOR CAUSE metonymy in English grammar 215
19. Metaphorical extension of may and must into the epistemic domain 233
20. Metaphor and metonymy in discourse
21. Poetry and the scope of metaphor: Toward a cognitive theory of literature 253
22. The cohesive role of cognitive metaphor in discourse and conversation 283
23. More metaphorical warfare in the Gulf: Orientalist frames in news coverage 299
24. Muted metaphors and the activation of metonymies in advertising 321
25. Author Index 341
26. Subject Index 345