ПОЈМОВНЕ МЕТАФОРЕ У КОМЕРЦИЈАЛНОМ ВЕБ-ОГЛАШАВАЊУ ТЕХНИЧКЕ РОБЕ
CONCEPTUAL METAPHORS IN THE COMMERCIAL WEB ADVERTISING OF TECHNICAL GOODS

Summary/Abstract: This paper is meant to contribute to the research of metaphors in advertising discourse. Based on the framework of Conceptual Metaphor Theory (Lakoff and Johnson 1980; Lakoff 2006) and Multimodal metaphor study (Forceville 1996; 2008; 2009; 2016), this paper aims at establishing which types of metaphors are exploited in the English advertising discourse about technical goods and identifying any specificities in the metaphorical structuring of technical products in the commercial advertising. To attain these goals, a corpus of banner advertisements was compiled in accordance to the criterion that the corpus must include advertisements of a broader range of technical goods. MIP procedure (Pragglejaz Group 2007:3) combined with the procedure proposed by Forceville (2002:19) is applied in order to identify and analyse metaphors in this corpus of web advertisements. The analysis showed that commercial advertising technical goods in English is frequently metaphorically structured by means of conceptual metaphor MACHINE IS HUMAN and metaphor systems.

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