Metáforas cognitivas em anúncios publicitários: seu papel argumentativo

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

This study approaches the metaphor as a cognitive process and analyzes how it is used in advertisements, aiming to demonstrate that this figure of speech, besides beautifying the text, is present in our actions and thoughts. To characterize that approach, we researched the presence of the metaphor as a cognitive process in advertisements and what role it plays in creating persuasion and enlarging the senses, aiming to attract the reader s attention to the product being advertised. This study is based on the following theories: Lakoff &Jonhson (2002), Zanotto (1998), Palm (1998), Fernandez (1996), Almeida (1986), Vestergaard &Schroeder (2004), Randazzo (1997), Yanase (2005), Pérez and Bairon (2002), Durandin (1997), Volli (2006), etc. We present a brief history of publicity and marketing, and their strategies to attract the reader / consumer, and also narrate the course of the metaphor from the Rhetoric up to the moment, from an aesthetic resource to a cognitive process. In order to verify the use of the cognitive metaphor in publicity, we analyzed its presence in advertisements and selected some ads that contained metaphors. Moreover, we examined the strategies used, the metaphor type and its function in the text, as well as demonstrated how cultural aspects manifest themselves in the advertisements. After that analysis, we concluded that the metaphor is used in publicity not only as a persuasion element or as a technique to embellish the text, but because it is part of our conceptual system and is used in our daily lives

ASSUNTO(S)

cognition publicidade lingua portuguesa metaphor metáfora persuasion publicidade publicity metafora persuasão lingua portuguesa -- figuras de linguagem persuasao cognição

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