The Interplay of Literal and Metaphorical Meanings in Printed Advertisement
| Autor: | Ilze Oļehnoviča, Solveiga Liepa, Zaiga Ikere |
|---|---|
| Jazyk: | angličtina |
| Předmět: |
Communication
business.industry 05 social sciences Semantic space 0211 other engineering and technologies Conceptual metaphor conceptual metaphor 021107 urban & regional planning 02 engineering and technology Literal and figurative language Linguistics Visualization Phenomenon literal scene 0502 economics and business metaphorical meaning Literal (computer programming) Printed Advertisement Literal meaning General Materials Science Value (semiotics) Psychology business advertisement 050203 business & management |
| Zdroj: | Procedia - Social and Behavioral Sciences. :25-31 |
| ISSN: | 1877-0428 |
| DOI: | 10.1016/j.sbspro.2016.09.067 |
| Popis: | The interplay of literal and metaphorical meanings is often employed as the means of image creation in advertising. Both literal and metaphorical meanings of a linguistic unit are given referential value; it is to be considered both at the metaphorical level and the lexical or literal level simultaneously. The effect of double reading is created by the help of a phenomenon visualized in an advertisement. The study proves that the interplay of literal and metaphorical meanings in advertising is employed to enhance that the viewer grasps the whole semantic space implied in the linguistic unit and its visualization. |
| Databáze: | OpenAIRE |
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