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

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

    University of Birmingham

    Birmingham, Reino Unido

    ROR https://ror.org/03angcq70

Journal:
Círculo de lingüística aplicada a la comunicación

ISSN: 1576-4737

Year of publication: 2016

Issue: 65

Pages: 257-290

Type: Article

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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

Sustainable development goals

Abstract

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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