Where the wine is velvet: Verbo-pictorial metaphors in written advertising

Authors

  • Rosa Lídia Coimbra Department of Languages and Cultures, University of Aveiro, Portugal Author
  • Helena Margarida Vaz Duarte Department of Languages and Cultures, University of Aveiro, Portugal Author
  • Lurdes de Castro Moutinho Department of Languages and Cultures, University of Aveiro, Portugal Author

DOI:

https://doi.org/10.36505/ExLing-2006/01/0019/000019

Abstract

In this presentation, we intend to approach pictorial metaphors (PM) and verbo-pictorial metaphors (VPM) in written Portuguese advertising, using a corpus of news-paper and magazine advertisements. As theoretical framework, we use the Cognitive Linguistics theory of the multiple spaces and blending by Gilles Fauconnier and Mark Turner (2003) and part of Charles Forceville’s (1996) approach to VPM. The collected corpus is analysed, and the main objective of this study is the presentation of a typology for the diverse ways to establish conceptual blending in VPM (Coim-bra, 2000). It is argued that there are at least six categories of VPM.

 

References

Coimbra, R. L. 2000. Quando a Garrafa é um Porco: Metáforas (Verbo)Pictóricas no Texto Publicitário. In Castro, R.V. and Barbosa, P. (eds), Actas do XV Encontro Nacional da Associação Portuguesa de Linguística. vol. 1, 243-253, Faro, Portugal.

Fauconnier, G. and Turner, M. 2003. The Way we Think: Conceptual Blending and the Mind’s Hidden Complexities. New York, Basic Books.

Forceville, C. 1995. IBM is a tuning fork: Degrees of freedom in the interpretation of pictorial metaphors. Poetics, 23, 189-218.

Forceville, C. 1996. Pictorial Metaphors in Advertising, London/ New York, Routledge.

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Published

01-01-2006

Issue

Vol. 1 (2006): Proceedings of the 1st Tutorial and Research Workshop on Experimental Linguistics

Section

Proceedings Papers

License

Copyright (c) 2006 Rosa Lídia Coimbra (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Articles are published under the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are properly credited.

How to Cite

Where the wine is velvet: Verbo-pictorial metaphors in written advertising. (2006). Linguistic Proceedings Series, 1(1), 101-104. https://doi.org/10.36505/ExLing-2006/01/0019/000019

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