All roads lead to advertising: Use of proverbs in slogans

Authors

  • Helena Margarida Vaz Duarte Department of Languages and Cultures, University of Aveiro, Portugal Author
  • Rosa Lídia Coimbra 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-2006/01/0055/000055

Abstract

This paper presents a research on the use of proverbs in written advertising texts from Portuguese press. The analysis focus on the presence of the proverb in the text both changed and unaltered. The different strategies of transformation are presented.

 

References

Coimbra, R. L. 1999. Estudo Linguístico dos Títulos de Imprensa em Portugal: A Linguagem Metafórica. (thesis), Universidade de Aveiro.

Duarte Mendes, H. M., 2000. Estudo da Recorrência Proverbial – de Levantado do Chão a Todos os Nomes de José Saramago (thesis). Universidade Nova de Lisboa.

Mieder, W. 1999. Popular Views of the Proverb, vol. 5, n. 2.

Nunes, A. M.; Duarte Mendes, H. M. 2004. Alguns aspectos da refomulação parafrástica e não parafrástica em José Saramago e Mia Couto. In Actas do XIX Encontro Nacional da Associação Portuguesa de Linguística. Lisboa: APL, 623-630.

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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 Helena Margarida Vaz Duarte (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

All roads lead to advertising: Use of proverbs in slogans. (2006). Linguistic Proceedings Series, 1(1), 245-248. https://doi.org/10.36505/ExLing-2006/01/0055/000055

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