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Seminar paper from the year 2020 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 2,3, RWTH Aachen University (Institut für Anglistik und Amerikanistik), language: English, abstract: The present paper deals with metaphors and metonyms in advertising. With the focus on the following question: "Why is it common to use Metaphor and Metonymy in advertisements?" it should be explained step by step why these concepts became common in advertising media. Living in the 20th century, we are experiencing a huge development in technology compared to the past. In the past it was only possible to distribute advertising through television, radio and newspapers. Nowadays new possibilities are coming up through the expansion of social media. Since almost everybody owns a smartphone, most of the people are always available. This gives new opportunities to the advertising industry. For this purpose, the first step is to try to present the complex concept of metaphor in a concise way. However, this can only be done superficially in the scope of this term paper, otherwise the scope of the work will be exceeded. Furthermore, a short explanation of target and source domain is given. In the second chapter the topic of metonymy is then summarized. Again, it should be noted that an appropriate, detailed description would exceed the limits of the work. In the third part of the work the actual effect of metaphors and metonyms in advertisements will be illustrated. Images from a ‘Deutsche Bank’ advertising campaign are used for this purpose. The first part of this chapter presents the company ‘Deutsche Bank’ as such. This is considered important because the values of the company could be reflected in their campaigns and that aspect, therefore would be important for the following analysis. This is followed by an analysis of the images used in terms of metaphor and metonymy. In the analysis of the metaphors, the focus is on target/source domain. In the last chapter of the paper, the work is briefly summarized. The results are listed and answered regarding the question posed. A short summary forms the end of the work
The now-classic Metaphors We Live By changed our understanding of metaphor and its role in language and the mind. Metaphor, the authors explain, is a fundamental mechanism of mind, one that allows us to use what we know about our physical and social experience to provide understanding of countless other subjects. Because such metaphors structure our most basic understandings of our experience, they are "metaphors we live by"—metaphors that can shape our perceptions and actions without our ever noticing them. In this updated edition of Lakoff and Johnson's influential book, the authors supply an afterword surveying how their theory of metaphor has developed within the cognitive sciences to become central to the contemporary understanding of how we think and how we express our thoughts in language.
The book is devoted to various problems of the discoursal use of phraseological units (PUs). It explores both core use and contextual use of such units, as well as different types of PU modifications, including addition, deletion, substitution, cleft use, phraseological pun, and extended metaphor, among others. In addition, the book also considers the translation of these modifications, which often present a very serious issue.
Combining up-to-date scholarship with clear and accessible language and helpful exercises, Metaphor: A Practical Introduction is an invaluable resource for all readers interested in metaphor. This second edition includes two new chapters--on 'metaphors in discourse' and 'metaphor and emotion' --along with new exercises, responses to criticism and recent developments in the field, and revised student exercises, tables, and figures.
The book elaborates one of Roman Jakobson's many brilliant ideas, i.e. his insight that the two cognitive strategies of the metaphoric and the metonymic are the end-points on a continuum of conceptualization processes. This elaboration is achieved on the background of Lakoff and Johnson's twodomain approach, i.e. the mapping of a source onto a target domain of conceptualization. Further approaches dwell on different stretches of this metaphor-metonymy continuum. Still other papers probe into the specialized conceptual division of labor associated with both modes of thought. Two new breakthroughs in the cognitive linguistics approach to metaphor and metonymy have recently been developed: one is the three-domain approach, which concentrates on the new blends that become possible after the integration or the blending of source and target domain elements; the other is the approach in terms of primary scenes and subscenes which often determine the way source and target domains interact.
Positioned within the field of linguistics and multisemiotic discourse analysis, the theme of this book is the multifaceted interaction between text and image in different discourse genres, and it offers critical views on how we talk and show our experience of the world around us.
Metaphor is a topical issue across a number of disciplines, wherever researchers are concerned with how speakers and writers package and process messages. This book is addressed at readers from diverse academic backgrounds who are interested in ways of researching metaphor from different perspectives, and especially through corpus linguistics. A number of approaches to and exploitations of metaphor, including conceptual metaphor theory and cognitive approaches more generally, text and spoken discourse analysis, and CDA, are discussed, explored and critiqued using corpus data. The book also includes corpus linguistic studies of different aspects of metaphor, which investigate its linguistic and semantic properties and relate them to current theoretical views. The book demonstrates the need for naturally-occurring language data to be used in the development of metaphor theory, and shows the value of corpus data and techniques in this work.
Presenting a first-class and much needed introduction to the theory and applications of metaphor in text analysis, Introducing Metaphor affords students a clear, coherent overview of important issues in this widely studied area.
"Its publication should be a major event for cognitive linguistics and should pose a major challenge for cognitive science. In addition, it should have repercussions in a variety of disciplines, ranging from anthropology and psychology to epistemology and the philosophy of science. . . . Lakoff asks: What do categories of language and thought reveal about the human mind? Offering both general theory and minute details, Lakoff shows that categories reveal a great deal."—David E. Leary, American Scientist
This volume maps the watershed areas between two 'holy grails' of computer science: the identification and interpretation of affect – including sentiment and mood. The expression of sentiment and mood involves the use of metaphors, especially in emotive situations. Affect computing is rooted in hermeneutics, philosophy, political science and sociology, and is now a key area of research in computer science. The 24/7 news sites and blogs facilitate the expression and shaping of opinion locally and globally. Sentiment analysis, based on text and data mining, is being used in the looking at news and blogs for purposes as diverse as: brand management, film reviews, financial market analysis and prediction, homeland security. There are systems that learn how sentiments are articulated. This work draws on, and informs, research in fields as varied as artificial intelligence, especially reasoning and machine learning, corpus-based information extraction, linguistics, and psychology.