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Descripción
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| Multimodal metaphor and metonymy are frequently used in advertising (Forceville, 2008, 2009; Hidalgo & Kraljevic, 2011; Pérez-Sobrino, 2016) because they allow efficient communication of a product?s desirable features (McQuarrie & Phillips, 2005; Littlemore & Pérez-Sobrino, 2017). Here, we analysed a corpus of 60 advertisements from 16 telecommunication brands. We compared 31 mobile network advertisements to 29 mobile manufacturer advertisements because these two product categories differ in concreteness: one can physically interact with a mobile device, but a network is intangible. Research has found that communication networks are frequently conceptualised via metaphor (Maglio & Matlock, 1988; Matlock et al., 2014), so we predicted a higher frequency of metaphor and metonymy for networks as opposed to devices. | |
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Internacional
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Si |
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Nombre congreso
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12 International Conference of the Research and Applying Metaphor Association |
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Tipo de participación
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960 |
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Lugar del congreso
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Hong Kong |
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Revisores
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Si |
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ISBN o ISSN
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CDP08UPM |
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DOI
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Fecha inicio congreso
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27/06/2018 |
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Fecha fin congreso
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30/06/2018 |
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Desde la página
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963 |
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Hasta la página
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964 |
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Título de las actas
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Proceedings 12 International Conference of the Research and Applying Metaphor Association |