Good Is Up: Unveiling Metaphoricity in a TV Commercial from Babbel
Metadatos
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Metadatos
Título
Good Is Up: Unveiling Metaphoricity in a TV Commercial from BabbelAutoría
Tutor/Supervisor; Universidad.Departamento
Bort-Mir, Lorena; Universitat Jaume I. Departament d'Estudis AnglesosFecha de publicación
2019-06-03Editor
Universitat Jaume IResumen
Conceptual Metaphor Theory developed by Lakoff and Johnson (1980) suggested that we use
metaphors to evaluate and communicate in our various environments. Although metaphors
encompass a large variety of taxonomies, ... [+]
Conceptual Metaphor Theory developed by Lakoff and Johnson (1980) suggested that we use
metaphors to evaluate and communicate in our various environments. Although metaphors
encompass a large variety of taxonomies, orientational metaphors are those that rely on spatial
position to map concepts into other ones, referring to a relation of valence and verticality. Stated by
Kövecses (2010) conceptual metaphors such orientational ones draw ‘upward’ and ‘downward’
spatial positions in which ‘upward’ is usually referred to as having positive connotations, whereby
their opposites, ‘downwards’, are understood as negative. Since orientational metaphors are
strongly cultural in content, this paper seeks to unveil with the application of FILMIP (Filmic
Metaphor Identification Procedure, Bort-Mir, 2019) how they are employed through the media
representation in TV advertisements, specifically in a filmic narrative of a language learning
application for technological devices denominated Babbel (Babbel: Lleva tu carrera al próximo
nivel, 2018). In the analyzed narrative, the orientational metaphor GOOD IS UP is represented in the
commercial as a tool for persuading customers that the best way of escalating positions at work, is
by learning new languages or, on the other hand, mastering the skills in an already known one. This
is insinuated by the idea of a principal character accessing job promotion at the same time that he
goes literally upwards in his office building. [-]
Palabras clave / Materias
Descripción
Treball Final de Grau en Estudis Anglesos. Codi: EA0938. Curs acadèmic: 2018/2019
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- Grau en Estudis Anglesos [351]