| Title |
The persuasive effect of metaphor in advertising / |
| Translation of Title |
Persvazinis metaforos efektas reklamoje. |
| Authors |
Švažienė, Laima |
| Full Text |
|
| Is Part of |
Jaunųjų mokslininkų darbai. 2010, nr.2(27), p.111-115.. ISSN 1648-8776 |
| Keywords [eng] |
Pragmatics ; Conceptual metaphor ; Metaphorical blends ; Advertising ; Persuasion |
| Abstract [eng] |
The article analyzes metaphor as one of the most effective means of presenting advertisements, and reviews its place in linguistics by emphasizing the pragmatic function of this linguistic device. The article is based on the conceptual metaphor theory where metaphor is treated not only as a linguistic phenomenon, but also as a reflection of processes of thinking. Not only verbal, but also verbal-visual metaphors (metaphorical blends) are discussed. By the strength of influence on the addressee metaphors compare to “explosives”. Persuasive analysis of metaphors is carried out with reference to samples of periodical issues provided by foreign and Lithuanian authors as well as to political advertising on the internet. |
| Type |
Journal article |
| Language |
English |
| Publication date |
2010 |
