Non-Commercial Advertisements: Multimodal Metaphor, Metonymy and Conceptual Blending at Work

• Authors: Zaiga Ikere , Ilze Oļehnoviča , Solveiga Liepa

Abstracts

EN

Nowadays the omnipresence of advertisements, and the necessity of conscious and subconscious mental interpretation of their hidden messages, can hardly be overlooked. In the present article, the authors attempt to provide additional evidence for the role of multimodal metaphor, metonymy, and conceptual blending in hidden cognitive mechanisms involved in the understanding and/or the correct interpretation of printed non-commercial advertisements and their overall communicative effect thus brought about. The objective is to consider and analyse text-image non-commercial advertisements randomly retrieved from the Internet; the analysis is carried out from the cognitive perspective and aims at discussing the functions of multimodal metaphor, metonymy and conceptual blending as powerful mechanisms exploited for creative purposes in advertising texts and accompanying images, and thus in conveying the central ideas embedded in the adverts.

Keywords

EN

conceptual blending; metonymy; multimodal metaphor; non-commercial advertisements

• Publisher: Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
• Journal: Research in Language
• Year: 2021
• Volume: 19
• Issue: 3
• Pages: 305-314

Dates

published

2021

Contributors

author

Zaiga Ikere

• Daugavpils University, Latvia

author

Ilze Oļehnoviča

• Daugavpils University, Latvia

author

Solveiga Liepa

• Daugavpils University, Latvia

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Identifiers

DOI

10.18778/1731-7533.19.3.05

Biblioteka Nauki

2129717