The role of metaphor in advertisement text: a psycholinguistic-structural study
Joint Authors
Rajab, Huda Abd al-Hakim Husayn
al-Hiti, Rafat Nazar Munir
Source
Journal of University of Human Development
Issue
Vol. 5, Issue 3 (s+conf) (31 Aug. 2019), pp.14-17, 4 p.
Publisher
University of Human Development
Publication Date
2019-08-31
Country of Publication
Iraq
No. of Pages
4
Main Subjects
Topics
Abstract EN
This paper investigates the role and usage of metaphor in advertising texts from a psycho-linguistic, structural perspective.
It adopts al-Najjar (1984) structural classification of metaphor to go hand in hand with Frazier's (1987) perceptual theory of garden path of comprehension on the side of the advertises.
The analysis traces the impact of employing metaphorical texts in texting adverts.
It discusses how, linguistically, unrelated words are connected together in terms of cognitive process (garden path).
Indirect targeting of meaning by manipulating linguistic tools like structural options generates one of the most attractive factors for a text which is vagueness.
Hovering around the exact wording of some meaning provides the advertiser enough space to insert multi-meanings, concepts, and ideas.
As such, different unique impact can be made on the advertises.
The paper analyses some selected English advertising texts depending on an eclectic model made out of these two models.
Finally, it ends with some conclusions which assure that relational metaphor is comprehended serially, while sentential metaphor is comprehended in a parallel garden path.
American Psychological Association (APA)
al-Hiti, Rafat Nazar Munir& Rajab, Huda Abd al-Hakim Husayn. 2019. The role of metaphor in advertisement text: a psycholinguistic-structural study. Journal of University of Human Development،Vol. 5, no. 3 (s+conf), pp.14-17.
https://search.emarefa.net/detail/BIM-1452214
Modern Language Association (MLA)
al-Hiti, Rafat Nazar Munir& Rajab, Huda Abd al-Hakim Husayn. The role of metaphor in advertisement text: a psycholinguistic-structural study. Journal of University of Human Development Vol. 5, no. 3 (Special issue conference) (Aug. 2019), pp.14-17.
https://search.emarefa.net/detail/BIM-1452214
American Medical Association (AMA)
al-Hiti, Rafat Nazar Munir& Rajab, Huda Abd al-Hakim Husayn. The role of metaphor in advertisement text: a psycholinguistic-structural study. Journal of University of Human Development. 2019. Vol. 5, no. 3 (s+conf), pp.14-17.
https://search.emarefa.net/detail/BIM-1452214
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references : p. 17
Record ID
BIM-1452214