Three-dimensional metaphorical objects in street advertising
comunitat-uji-handle:10234/9
comunitat-uji-handle2:10234/8015
comunitat-uji-handle3:10234/8621
comunitat-uji-handle4:
INVESTIGACIONMetadatos
Título
Three-dimensional metaphorical objects in street advertisingFecha de publicación
2015Editor
Asociación Española de Lingüística Aplicada (AESLA)ISSN
1885-9089Tipo de documento
info:eu-repo/semantics/articleVersión de la editorial
http://www.aesla.org.es/ojs/index.php/RAEL/article/view/36Versión
info:eu-repo/semantics/publishedVersionPalabras clave / Materias
Resumen
This paper aims at unravelling the role of metaphor in three street marketing campaign
advertisements. Each advertisement is the product of a creative process involving metaphorical
mappings from an urban object ... [+]
This paper aims at unravelling the role of metaphor in three street marketing campaign
advertisements. Each advertisement is the product of a creative process involving metaphorical
mappings from an urban object (shelter, bench, ramp) onto a target domain (a billboard). The
study draws on two approaches from the fields of cognitive linguistics (Forceville 2009) and
industrial design (Cila 2013) in order to provide a qualitative analysis of metaphor and modality
in the so-called three-dimensional metaphorical objects involved in each advertisement. A new
version of the interaction mode (Cila 2013: 18) is proposed as an analytical mode for those threedimensional
metaphorical entities whose real-word materialisation establishes new sets of
sensory-motor interactional pathways with human beings. Results show how metaphors combine
to yield the desired interactive effects through different patterns of modality. The paper concludes
that this combination is a key campaign asset and calls for further work on the deliberate use of
metaphor in creative processes. [-]
Publicado en
Revista electrónica de lingüística aplicada, Vol. 14, Núm. 1 (2015)Derechos de acceso
Esta revista proporciona un acceso abierto a su contenido, basado en el principio de que ofrecer al público un acceso libre a las investigaciones ayuda a un mayor intercambio global del conocimiento.
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info:eu-repo/semantics/openAccess
http://rightsstatements.org/vocab/InC/1.0/
info:eu-repo/semantics/openAccess
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