Overtness-covertness in advertising gender metaphors
This paper aims at demonstrating that weak communication (overt and covert) can have an important influence on the choice, specification and interpretation of ideological metaphors in advertising. We focus here on a concrete type of ideological metaphor, advertising gender metaphor. We present a des...
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| Format: | Article |
| Language: | English |
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Universidad de La Rioja
2009-05-01
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| Series: | Journal of English Studies |
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| Online Access: | https://publicaciones.unirioja.es/ojs/index.php/jes/article/view/145 |