MÉTAPHORES ANTHROPOMORPHIQUES DE L’ENTREPRISE DANS LE DISCOURS FRANÇAIS DU MARKETING
Anthropomorphic metaphors of enterprise in the French marketing discourse

Author(s): Raluca Burcea
Subject(s): Language and Literature Studies
Published by: Editura Vasiliana ’98
Summary/Abstract: The marketing discourse is characterized by the extensive use of a specific terminology that builds upon the key concepts in the marketing field, such as brand, product, enterprise,consumer, market, etc. Given the high degree of specialization and abstractness of marketing terms, conceptual metaphor proves particularly useful in rendering them more accessible to the less or non-initiated public. Our article aims at identifying and exploring the multiple facets that the anthropomorphic conceptual metaphor an enterprise is a person presents in the textual dynamics of the marketing discourse.

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