Unit:
Speciality LinguisticsLibrary of the School of Philosophy
Supervisors info:
Ελένη Παναρέτου Αναπληρώτρια καθηγήτρια του τμήματος Γλωσσολογίας του Ε.Κ.Π.Α.
Αμαλία Μόζερ Καθηγήτρια του τμήματος Γλωσσολογίας του Ε.Κ.Π.Α.
Διονύσης Γούτσος Καθηγητής του τμήματος Γλωσσολογίας του Ε.Κ.Π.Α.
Original Title:
Η μεταφορική γλώσσα στον διαφημιστικό & αντι-διαφημιστικό λόγο: Εξέταση εννοιακών μεταφορών σε αγγλικές & ελληνικές (αντι) διαφημίσεις
Translated title:
Linguistic metaphors in advertising & anti-advertising discourse: An examination of conceptual metaphors in English & Greek (anti) advertisements
Summary:
This thesis examines the role of conceptual metaphors and metonymies in advertising and anti-advertising discourse. Within this context, two sets of data were formed, consisting of Greek and English ads and anti-ads respectively, setting the brand or the type of product being promoted as a common reference point. All the data were collected from the Internet, taking their form (posters or billboards) as well as the existence of linguistic metaphor in the (anti) advertising message into account. The metaphors were analyzed according to Conceptual Metaphor Theory, while the MIPVU identification procedure was used to identify their linguistic manifestations. At the same time, certain comments were made about the relationship between the image of the ads and the metaphorical language in use and concerning the communication strategies adopted by their creators. The findings of the study proved that the metaphorical use of language is often used in (anti) advertising discourse and plays a decisive role in fulfilling the respective (anti) advertising purposes. It also became apparent that anti-advertising campaigns tend to imitate regular advertisements and use corresponding conceptual metaphors, while creating negative associations in the minds of consumers, in order to reverse their existing mindset and behavior. Finally, in several (anti) advertisements, the use of metaphorical creativity was detected.
Main subject category:
Language – Literature
Keywords:
(Anti) Advertising Discourse, Conceptual Metaphor Theory, MIPVU, Metaphorical Creativity, Communication Strategy
