"Shockvertising": conceptual interaction patterns as constraints on advertising creativity

  1. Paula Pérez Sobrino 1
  1. 1 University of Birmingham

    University of Birmingham

    Birmingham, Reino Unido

    ROR https://ror.org/03angcq70

Círculo de lingüística aplicada a la comunicación

ISSN: 1576-4737

Year of publication: 2016

Issue: 65

Pages: 257-290

Type: Article

DOI: 10.5209/REV_CLAC.2016.V65.51988 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Círculo de lingüística aplicada a la comunicación


Cited by

  • Scopus Cited by: 7 (17-03-2023)
  • Web of Science Cited by: 4 (12-03-2023)

JCR (Journal Impact Factor)

  • Year 2016
  • Journal Impact Factor: 0.258
  • Journal Impact Factor without self cites: 0.21
  • Article influence score: 0.086
  • Best Quartile: Q4
  • Area: LINGUISTICS Quartile: Q4 Rank in area: 146/182 (Ranking edition: SSCI)

SCImago Journal Rank

  • Year 2016
  • SJR Journal Impact: 0.12
  • Best Quartile: Q3
  • Area: Linguistics and Language Quartile: Q3 Rank in area: 503/877

Índice Dialnet de Revistas

  • Year 2016
  • Journal Impact: 0.250
  • Field: LINGÜÍSTICA Quartile: C1 Rank in field: 14/68
  • Field: FILOLOGÍAS Quartile: C1 Rank in field: 25/326
  • Field: COMUNICACIÓN Quartile: C2 Rank in field: 27/65


  • Social Sciences: B
  • Human Sciences: A

Scopus CiteScore

  • Year 2016
  • CiteScore of the Journal : 0.2
  • Area: Language and Linguistics Percentile: 38
  • Area: Linguistics and Language Percentile: 37


This paper explores the conceptual scaffolding of six shockvertisements raising awareness on environmental preservation. The analysis shows that advertisers make use of a finite set of cognitive operations (metaphor in interaction with metonymy) to downgrade people through the attribution of animal or plant characteristics and to enhance animals and plants through the opposite process. The simple and universal nature of these mappings, in which 'defenselessness' emerges as the quintessential attribute common to people, animals, and plants, assures advertisers that their message will be interpreted straightforwardly and almost effortlessly by viewers of different countries and cultural backgrounds (yet with some variation in the degree of communicative impact).

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