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Three-dimensional metaphorical objects in street advertising
dc.contributor.author | Pascual Hinojal, Clara | |
dc.contributor.author | Silvestre-López, Antonio-José | |
dc.date.accessioned | 2016-11-08T15:12:20Z | |
dc.date.available | 2016-11-08T15:12:20Z | |
dc.date.issued | 2015 | |
dc.identifier.issn | 1885-9089 | |
dc.identifier.uri | http://hdl.handle.net/10234/164263 | |
dc.description.abstract | 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. | ca_CA |
dc.description.sponsorShip | P1.1A2014-2. Department of English Studies (Universitat Jaume I). IULMA (Institut Interuniversitari de Llengües Modernes Aplicades de la Comunitat Valenciana) | ca_CA |
dc.format.extent | 17 p. | ca_CA |
dc.format.mimetype | application/pdf | ca_CA |
dc.language.iso | eng | ca_CA |
dc.publisher | Asociación Española de Lingüística Aplicada (AESLA) | ca_CA |
dc.relation.isPartOf | Revista electrónica de lingüística aplicada, Vol. 14, Núm. 1 (2015) | ca_CA |
dc.rights | 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. | ca_CA |
dc.rights.uri | http://rightsstatements.org/vocab/InC/1.0/ | * |
dc.subject | Street marketing | ca_CA |
dc.subject | three-dimensional metaphorical objects | ca_CA |
dc.subject | metaphor | ca_CA |
dc.subject | modality | ca_CA |
dc.subject | interaction mode | ca_CA |
dc.title | Three-dimensional metaphorical objects in street advertising | ca_CA |
dc.type | info:eu-repo/semantics/article | ca_CA |
dc.rights.accessRights | info:eu-repo/semantics/openAccess | ca_CA |
dc.relation.publisherVersion | http://www.aesla.org.es/ojs/index.php/RAEL/article/view/36 | ca_CA |
dc.type.version | info:eu-repo/semantics/publishedVersion |
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