Primary metaphors in advertisingAn analysis of tangible vs. intangible products printed advertisements

  1. Lorena Pérez-Hernández 1
  2. David Huguet Varea 1
  1. 1 Universidad de La Rioja
    info

    Universidad de La Rioja

    Logroño, España

    ROR https://ror.org/0553yr311

Revista:
Pragmalinguistica

ISSN: 1133-682X

Año de publicación: 2022

Número: 30

Páginas: 331-354

Tipo: Artículo

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DOI: 10.25267/PRAGMALINGUISTICA.2022.I30.15 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Pragmalinguistica

Repositorio institucional: lock_openAcceso abierto Editor

Objetivos de desarrollo sostenible

Resumen

Las metáforas primarias son puntos focales de la industria publicitaria global actual (Ortiz, 2010, 2011; Pérez-Hernández, 2013a, 2013b, 2014, 2019; Pérez -Sobrino, 2017). Sin embargo, existen escasos estudios sobre cómo operan en relación con la naturaleza de los diferentes productos/servicios. Este artículo tiene como objetivo proporcionar (1) información sobre la ubicuidad y el funcionamiento de las metáforas primarias en los anuncios impresos; y (2) un análisis exhaustivo de su productividad en relación con la naturaleza (material vs. inmaterial) del producto/servicio. El análisis de corpus (300 anuncios) revela que las metáforas primarias superan ampliamente en número a las de semejanza en los anuncios analizados. También proporciona un inventario de los dominios fuente y meta implicados, y describe los patrones de interacción entre las metáforas primarias y el producto/servicio. El análisis revela una mayor frecuencia de aparición de metáforas primarias en relación con productos tangibles y proporciona una explicación para esta tendencia.

Datos de investigación

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