Primary metaphors in advertising: An analysis of tangible vs. intangible products printed advertisements
Primary metaphors are focal points for the present-day global advertising industry (Ortiz, 2010, 2011; Pérez-Hernández, 2013a, 2013b, 2014, 2019; Pérez-Sobrino, 2017). Nevertheless, there is little research on how they operate in relation to the nature of different products/services. This paper aim...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universidad de Cádiz
2022-12-01
|
| Series: | Pragmalingüística |
| Subjects: | |
| Online Access: | https://revistas.uca.es/index.php/pragma/article/view/8286 |
| _version_ | 1811185497885638656 |
|---|---|
| author | Lorena Pérez-Hernández David Huguet Varea |
| author_facet | Lorena Pérez-Hernández David Huguet Varea |
| author_sort | Lorena Pérez-Hernández |
| collection | DOAJ |
| description |
Primary metaphors are focal points for the present-day global advertising industry (Ortiz, 2010, 2011; Pérez-Hernández, 2013a, 2013b, 2014, 2019; Pérez-Sobrino, 2017). Nevertheless, there is little research on how they operate in relation to the nature of different products/services. This paper aims to provide (1) insights into the pervasiveness and functioning of primary metaphors in printed advertisements; and (2) a thorough analysis on their productivity in relation to the nature (material vs. immaterial) of the target product. The analysis of a corpus of 300 printed ads reveals that primary metaphors largely outnumber resemblance metaphors in the advertisements under scrutiny. It provides a detailed inventory of the source and target domains involved, and a description of the interaction patterns between primary metaphors and the product/service. The analysis of the data unveils a higher frequency of occurrence of primary metaphor mappings in relation to tangible products and elucidates reasons for this attested trend.
|
| first_indexed | 2024-04-11T13:30:23Z |
| format | Article |
| id | doaj.art-d1205b4d707f4624bf6f0677c98064ec |
| institution | Directory Open Access Journal |
| issn | 1133-682X 2445-3064 |
| language | English |
| last_indexed | 2024-04-11T13:30:23Z |
| publishDate | 2022-12-01 |
| publisher | Universidad de Cádiz |
| record_format | Article |
| series | Pragmalingüística |
| spelling | doaj.art-d1205b4d707f4624bf6f0677c98064ec2022-12-22T04:21:50ZengUniversidad de CádizPragmalingüística1133-682X2445-30642022-12-013010.25267/Pragmalinguistica.2022.i30.15Primary metaphors in advertising: An analysis of tangible vs. intangible products printed advertisementsLorena Pérez-Hernández0David Huguet Varea1Universidad de La RiojaUniversidad de La Rioja Primary metaphors are focal points for the present-day global advertising industry (Ortiz, 2010, 2011; Pérez-Hernández, 2013a, 2013b, 2014, 2019; Pérez-Sobrino, 2017). Nevertheless, there is little research on how they operate in relation to the nature of different products/services. This paper aims to provide (1) insights into the pervasiveness and functioning of primary metaphors in printed advertisements; and (2) a thorough analysis on their productivity in relation to the nature (material vs. immaterial) of the target product. The analysis of a corpus of 300 printed ads reveals that primary metaphors largely outnumber resemblance metaphors in the advertisements under scrutiny. It provides a detailed inventory of the source and target domains involved, and a description of the interaction patterns between primary metaphors and the product/service. The analysis of the data unveils a higher frequency of occurrence of primary metaphor mappings in relation to tangible products and elucidates reasons for this attested trend. https://revistas.uca.es/index.php/pragma/article/view/8286advertisingprimary metaphorstangible productsintangible productsimage schemas |
| spellingShingle | Lorena Pérez-Hernández David Huguet Varea Primary metaphors in advertising: An analysis of tangible vs. intangible products printed advertisements Pragmalingüística advertising primary metaphors tangible products intangible products image schemas |
| title | Primary metaphors in advertising: An analysis of tangible vs. intangible products printed advertisements |
| title_full | Primary metaphors in advertising: An analysis of tangible vs. intangible products printed advertisements |
| title_fullStr | Primary metaphors in advertising: An analysis of tangible vs. intangible products printed advertisements |
| title_full_unstemmed | Primary metaphors in advertising: An analysis of tangible vs. intangible products printed advertisements |
| title_short | Primary metaphors in advertising: An analysis of tangible vs. intangible products printed advertisements |
| title_sort | primary metaphors in advertising an analysis of tangible vs intangible products printed advertisements |
| topic | advertising primary metaphors tangible products intangible products image schemas |
| url | https://revistas.uca.es/index.php/pragma/article/view/8286 |
| work_keys_str_mv | AT lorenaperezhernandez primarymetaphorsinadvertisingananalysisoftangiblevsintangibleproductsprintedadvertisements AT davidhuguetvarea primarymetaphorsinadvertisingananalysisoftangiblevsintangibleproductsprintedadvertisements |