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Title: Metaphoric transfer of knowledge, cultural experiences and social practices in English language advertising discourse

 

Vol. 2, 2017, pp. 29-39.

DOI: 10.46687/SILC.2017.v02.003

 

Author: Rumyana Todorova

About the author: Professor Dr. Rumyana Todorova is the Editor-in-Chief of Series in Linguistics, Culture and FLT Journal. She was the Head of the English Studies Department at the Faculty of Humanities and the Vice-Rector of Research and International Relations at Shumen University (2008-2015). As such she coordinated and participated in a number of international projects in the field of education. She was also Shumen University’s Erasmus and Fulbright coordinator. She teaches Text Linguistics, Theory of Translation, Language of the Media to BA English Studies and Applied Linguistics students, Special Theories of Translation; Introduction to Interpreting, The Translator’s Profession, Advertising Strategies, Language, Culture, Advertising, Globalisation and Advertising, Verbal and Non-verbal Rhetorical Strategies, European Projects in Business and Tourism to MA students of English Studies (Linguistics & Translation) and Language Servicing of Tourism and Business.

e-mail: r.todorova@shu.bg

ORCID ID: https://orcid.org/0000-0002-7476-5554

 

Citation (APA style): Todorova, R. (2017). Metaphoric transfer of knowledge, cultural experiences and social practices in English language advertising discourse. Studies in Linguistics, Culture, and FLT, 2, 29-39. doi: 10.46687/SILC.2017.v02.003

 

Link: https://silc.fhn-shu.com/images/issues/2017/SILC_2017_2_029_039_11_EN.pdf

 

Abstract: The paper deals with metaphoric transfer of knowledge in English advertising discourse based on two- and cross-domain mappings referring to cultural conceptualisations of the world. On the one hand, text producers’ awareness of social events, as well as of people’s experiences and practices helps them in the construction of advertisements in the most intriguing and sensational way. On the other hand, text receivers are provoked and tempted by the ads deconstruction, though in some cases their unawareness of what is happening or has happened around us or in the world at large may block or hinder comprehension and thus lead to either misunderstanding of the message and their ignorance of it or to their complete indifference to it. The paper deals with all of the above mentioned issues supported by examples of English language ads and commercials. It shows in what ways multimodality related to the use of verbal and non-verbal signs works in them. The results prove the fact that the use of multimodal metaphors, especially in the non-verbal component, is supposed to trigger more emotions and feelings than the mere representation of the advertised items.

Key words: metaphoric transfer, multimodality, advertisements, domain mappings

 

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