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Non-Commercial Advertisements: Multimodal Metaphor, Metonymy and Conceptual Blending at Work

100%

Ikere Z. , Oļehnoviča I. , Liepa S.

nr 3

305-314

Nowadays the omnipresence of advertisements, and the necessity of conscious and subconscious mental interpretation of their hidden messages, can hardly be overlooked. In the present article, the authors attempt to provide additional evidence for the role of multimodal metaphor, metonymy, and conceptual blending in hidden cognitive mechanisms involved in the understanding and/or the correct interpretation of printed non-commercial advertisements and their overall communicative effect thus brought about. The objective is to consider and analyse text-image non-commercial advertisements randomly retrieved from the Internet; the analysis is carried out from the cognitive perspective and aims at discussing the functions of multimodal metaphor, metonymy and conceptual blending as powerful mechanisms exploited for creative purposes in advertising texts and accompanying images, and thus in conveying the central ideas embedded in the adverts.

Surprising turns of the persuasive path – exploitation of conceptual blending in Polish medical advertising

75%

Wojtaszek A. , Wojtaszek A.

tom 40

Konceptualizacje małżeństwa w Piśmie Świętym i polskich homiliach ślubnych – ujęcie kognitywne

71%

Drabik-Frączek B.

tom 36

95-109

The topic of this article is an overview and partial analysis of ways of marriage conceptualisations in Holy Scripture and Polish Wedding Homilies. Basing her observations on more than 50 homilies the author tries to show, firstly, how creators of homilies talk about the marriage and whether they use biblical conceptualisations of marriage or they propose their own marriage metaphors. Secondly, the author tries to discover what is the reception of those conceptualisations – both creative and derived from Holy Scripture (and if that is the case, the author checks whether this biblical provenience is recognisable and understandable). The chosen ways of conceptualisation of marriage are being analised in the article, using tools of cognitive linguistics – mainly cognitive theory of metaphor and theories of conceptual integration theory and conceptual blending.