Synergistic Application of Metaphorical and Humorous Elements in Polish and English Advertising Discourse
Synergistic Application of Metaphorical and Humorous Elements in Polish and English Advertising Discourse
Keywords: advertising discourse; humour; metaphor; multimodal communication; contrastive study
The book Synergistic Application aims at investigating the synergistic application of metaphorical and humorous elements in Polish and English multimodal press ads. The presence of conceptual similarities as regards both construction and understanding of humour and metaphor, seen through the lens of the theory of conceptual integration, is a starting point for discussion. The analysis of advertising material makes it possible to investigate joint workings of the phenomena in question. Furthermore, research participants’ feelings on perceived attractiveness and funniness levels of the ads sampled are examined. The results help to check how the informants understand the mechanisms inducing humour and metaphor in ads, which allows for the identification of both similarities and differences between the two language samples.
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