Metáfora e Metonímia na Mensagem Visual Publicitária: uma perspectiva cognitivista para a análise retórica da imagem
In this paper, we propose a dialogue between the main studies on the rhetoric of image advertising and cognitive approaches to the figures of speech. It attempts to demonstrate that much of what is produced from Barthes (1990) can be correlated and enriched by insights from cognitive semantics. This...
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| Format: | Article |
| Language: | Portuguese |
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Universidade Federal da Bahia
2010-07-01
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| Series: | Contemporanea : Revista de Comunicação e Cultura |
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| Online Access: | http://www.portalseer.ufba.br/index.php/contemporaneaposcom/article/view/3831/3375 |
| Summary: | In this paper, we propose a dialogue between the main studies on the rhetoric of image advertising and cognitive approaches to the figures of speech. It attempts to demonstrate that much of what is produced from Barthes (1990) can be correlated and enriched by insights from cognitive semantics. This study attempts to identify operators of the image as communication device and analyze the processes of construction of meaning of metaphor and metonymy in the visual text of advertising. Using as a starting point the cognitive approach of both figures, we sought to identify the links of contiguity and condensation work in media advertising products. Then, we present strategies for the analysis of metaphor and metonymy in the visual text of advertising, using as a corpus an ad awarded by Creation Club of Sao Paulo. |
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| ISSN: | 1806-0269 1809-9386 |