Primary metaphors in advertising: An analysis of tangible vs. intangible products printed advertisements
| Autor: | Lorena Pérez-Hernández, David Huguet Varea |
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| Jazyk: | English<br />Spanish; Castilian<br />French |
| Rok vydání: | 2022 |
| Předmět: | |
| Zdroj: | Pragmalingüística, Iss 30 (2022) |
| Druh dokumentu: | article |
| ISSN: | 1133-682X 2445-3064 |
| DOI: | 10.25267/Pragmalinguistica.2022.i30.15 |
| Popis: | Primary metaphors are focal points for the present-day global advertising industry (Ortiz, 2010, 2011; Pérez-Hernández, 2013a, 2013b, 2014, 2019; Pérez-Sobrino, 2017). Nevertheless, there is little research on how they operate in relation to the nature of different products/services. This paper aims to provide (1) insights into the pervasiveness and functioning of primary metaphors in printed advertisements; and (2) a thorough analysis on their productivity in relation to the nature (material vs. immaterial) of the target product. The analysis of a corpus of 300 printed ads reveals that primary metaphors largely outnumber resemblance metaphors in the advertisements under scrutiny. It provides a detailed inventory of the source and target domains involved, and a description of the interaction patterns between primary metaphors and the product/service. The analysis of the data unveils a higher frequency of occurrence of primary metaphor mappings in relation to tangible products and elucidates reasons for this attested trend. |
| Databáze: | Directory of Open Access Journals |
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