Analysis of Metaphors in Sports and Drinks Advertisements
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Title
Analysis of Metaphors in Sports and Drinks AdvertisementsAuthor (s)
Tutor/Supervisor; University.Department
Silvestre López, Antonio José; Universitat Jaume I. Departament d'Estudis AnglesosDate
2017-10-05Publisher
Universitat Jaume IAbstract
The aim of this paper is to reveal and analyze the argumentative value of metaphors
as a resource present in advertisements. It proposes, in turn, an analysis and
identification of such metaphors, focusing on the ... [+]
The aim of this paper is to reveal and analyze the argumentative value of metaphors
as a resource present in advertisements. It proposes, in turn, an analysis and
identification of such metaphors, focusing on the complex argumentative
phenomenon of semiotics taking into account authors like Charles Forceville. The
objective is to find metaphors in advertisements and analyze the metaphors found in
the commercials, explaining then their meaning through theories from different
authors. The methodology employed is framed with in Conceptual Metaphor Theory
(Lakoff & Johnson, 1980), including the analysis with 'source and target domains', as
described in Forceville (1996); Forceville (2009;) Forceville & Urios-Aparisi (2009);
Moreno (2015); Negro (2015); Pascual & Silvestre-López (2015); Silvestre-López
(2009).
A set of visual advertisements were selected whose images convey influences in
different areas, which affect different types of audience and cover various aspects
such as sports, coffee and beer. Among these areas, a special focus is placed on
sports ads. Results show the metaphors found in the selected advertisements play
an important role in the way we interpret the real world, to the extent that most signs
and metaphors are transferred through the images. Thus, it is by unveiling the basic
correspondences of the underlying metaphors in each ad that we can understand the
real meaning of each ad. [-]
Subject
Description
Treball Final de Grau en Estudis Anglesos. Codi: EA0938. Curs acadèmic: 2016/2017
Type
info:eu-repo/semantics/bachelorThesisRights
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- Grau en Estudis Anglesos [352]