Eco-friendly advertising: A study of pictorial metaphors in environmental advertisements
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comunitat-uji-handle2:10234/158177
comunitat-uji-handle3:10234/76326
comunitat-uji-handle4:10234/184947
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Title
Eco-friendly advertising: A study of pictorial metaphors in environmental advertisementsAuthor (s)
Date
2018Publisher
Publicacions de la Universitat Jaume IISSN
1139-5486Bibliographic citation
CHULVI RODRÍGUEZ, Héctor (2018). Eco-friendly advertising: A study of pictorial metaphors in environmental advertisements. Fòrum de recerca, n. 23, p. 263-276Type
info:eu-repo/semantics/articleSubject
Abstract
According to Cognitive Linguistics, metaphors are an essential
cognitive tool to conceptualise certain domains of experience (Lakoff
and Johnson 1980). Following this conception, it can be seen ... [+]
According to Cognitive Linguistics, metaphors are an essential
cognitive tool to conceptualise certain domains of experience (Lakoff
and Johnson 1980). Following this conception, it can be seen how
advertising campaigns use metaphors with the aim of making
advertisements more attractive.
In this line, this paper deals with the use of metaphors in
environmental banners which aim at stopping climate change. The
main aim of this study is to identify and analyse the underlying
conceptual metaphors that help conceptualisers construe and reason
about a collected set of environmental advertisements. This analysis
is based on the conceptions related to conceptual metaphor (Evans
and Green 2006; Kövecses 2002; Lakoff and Johnson 1980), as well as
the ideas postulated by Charles Forceville (1996) on ‘pictorial
metaphors’.
Hence, six advertisements which use pictorial metaphors have
been selected from a collection named Visual Metaphors in
Advertising, available at the webpage www.pinterest.es. These
advertisements have been analysed taking into account: the type of
pictorial metaphor that they employ, the main conceptual metaphor
embedded in each of them, the identification of its source and target
domain and how part of the conceptual structure from the source
domain is attributed to the target domain. By doing so, it is intended
to show how eminent advertising corporations use this cognitive tool
to make their creations more appealing to their potential viewers.
The aforementioned analysis reveals that different types of pictorial
metaphors are employed in contemporary advertising campaigns. [-]
Description
XXIII Jornades de Foment de la Investigació de la Facultat de Ciències Humanes i Socials (Any 2018)
Is part of
Fòrum de recerca, 2018, núm. 23Rights
info:eu-repo/semantics/openAccess
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