| Autor: |
Kushneruk, Svetlana, Afanasyeva, Olga, Kurochkina, Maria, Mineeva, Maria |
| Předmět: |
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| Zdroj: |
International Multidisciplinary Scientific Conference on Social Sciences & Arts SGEM; 2017, p133-140, 8p |
| Abstrakt: |
Within the framework of cognitive-discourse approach, the authors focus on the conceptual effects of metaphors used in commercial advertising for the sake of sales promotion. The article gives insights into the construction of pragmatically-orientated mental representations activated by metaphors as means of persuasion and entertaining the target audience. The authors chiefly draw on Text World Theory [1], [6], [7], [10], [11], [12] and Conceptual Blending Theory [5] because their heuristics can provide an adequate model of the text-driven discourse-level conceptual structures created in the minds of recipients. Text-worlds are viewed as mental representations 'which enable us to conceptualize and understand every piece of language we encounter' [6: 2]. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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