Kushneruk S. et al. (2017). METAPHORS IN THE TEXT-WORLDS OF COMMERCIAL ADVERTISING
Assoc. Prof. Svetlana Kushneruk,
Prof. Olga Afanasyeva,
Assoc. Prof. Maria Kurochkina,
Assoc. Prof. Maria Mineeva,
South Ural State Humanitarian and Pedagogical University, Chelyabinsk, Russian Federation
METAPHORS IN THE TEXT-WORLDS OF COMMERCIAL ADVERTISING
For citation: Kushneruk, S., Afanasyeva, O., Kurochkina, M., Mineeva, M. Metaphors in the Text-worlds of Commercial Advertising // 4th International Multidisciplinary Scientific Conference on Social Sciences and Arts. SGEM2017, www.sgemvienna.org, SGEM2017 Conference Proceedings, ISBN 978-619-7105-95-7 / ISSN 2367-5659, March 28-31, Book3, Vol.1, 133-140 pp, DOI:10.5593/SGEMSOCIAL2017/HB31/S10.018
Within the framework of cognitive-discourse approach, the authors focus on the conceptual effects of metaphors used in commercial advertising for the sake of sales promotion. The article gives insights into the construction of pragmatically-orientated mental representations activated by metaphors as means of persuasion and entertaining the target audience. The authors chiefly draw on Text World Theory [1], [6], [7], [10], [11], [12] and Conceptual Blending Theory [5] because their heuristics can provide an adequate model of the text-driven discourse-level conceptual structures created in the minds of recipients. Text-worlds are viewed as mental representations ‘which enable us to conceptualize and understand every piece of language we encounter’ [6: 2].
Keywords: metaphor, megametaphor, text-world, blended text-world, commercial advertising
