Communication Research

Conceptual Metaphors and Tropes in The National Media Advertising; A Cognitive and Figurative Approach

Document Type : Language and Media

Authors

kamyar Joulaei
Tahereh Hemati

General Linguistics

https://doi.org/10.22082/cr.2017.65766.1356
Abstract
This article examines conceptual metaphors and tropes in the form of advertising broadcasted from national media (IRIB). The theoretical basis for this research is the conceptual metaphor of Lakoff and Johnson, as well as their views on conceptual trope in which metaphor and trope are considered not only as verbal phenomena but also as reflections of mental processes. Advertisement is one of the manifestations in which featured conceptual metaphors and tropes. Metaphors are powerful tool for advertising. In this research, 75 TV teaser advertisements were analyzed in five different groups. The results showed that conceptual metaphors and tropes play a very important role in television advertising, so that more than 97 percent of the advertisements surveyed contain one or both of these cases. It was also found that cultural elements play an important role in the figuration of conceptual metaphors and tropes, which in turn leads to shape subjective metaphors in the hidden layers of the mind of the Iranian society.

Keywords

National Media
Advertising
conceptual metaphor
Conceptual Trope
Visual Metaphor
Visual Trope
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  • Receive Date 09 June 2017
  • Revise Date 03 August 2017
  • Accept Date 01 November 2017

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