La metáfora en el discurso
publicitario
Metaphor in the Advertising Discourse
Author(s): Timea TocalachisSubject(s): Language and Literature Studies
Published by: Universitatea »Babes Bolyai« Cluj - Facultatea de St. Economice si Gestiunea Afacerilor
Keywords: metaphor; argumentation; advertising; persuasive; strategy; commercial
Summary/Abstract: For centuries, the study of the metaphore was restricted to the connotations this one receives in the poetical language. In the present study we aim to approach the argumentative metaphor, which is present in the advertising discourse and the procedures by which its persuasive mechanism is instaured.
Journal: Lingua. Language and Culture
- Issue Year: XI/2012
- Issue No: 1
- Page Range: 29-36
- Page Count: 8
- Language: Spanish