CONCEPTUAL METAPHORS AND TROPES IN THE NATIONAL MEDIA ADVERTISING, A COGNITIVE AND FIGURATIVE APPROACH

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JOULAEI KAMYAR; HEMATI TAHEREH

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Journal: Journal of Communication Research Year:2018 | Volume:24 | Issue:4 (92) Page(s): 55-71

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Information Journal Paper

Title

CONCEPTUAL METAPHORS AND TROPES IN THE NATIONAL MEDIA ADVERTISING, A COGNITIVE AND FIGURATIVE APPROACH

Author(s)

JOULAEI KAMYAR | HEMATI TAHEREH | Issue Writer Certificate

Keywords

NATIONAL MEDIAQ2

ADVERTISINGQ2

CONCEPTUAL METAPHORQ2

CONCEPTUAL TROPEQ1

VISUAL METAPHORQ1

VISUAL TROPEQ1

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.

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APA: Copy

JOULAEI, KAMYAR, & HEMATI, TAHEREH. (2018). CONCEPTUAL METAPHORS AND TROPES IN THE NATIONAL MEDIA ADVERTISING, A COGNITIVE AND FIGURATIVE APPROACH. JOURNAL OF COMMUNICATION RESEARCH (PAZHOOHESH VA SANJESH), 24(4 (92) ), 55-71. SID. https://sid.ir/paper/152883/en

Vancouver: Copy

JOULAEI KAMYAR, HEMATI TAHEREH. CONCEPTUAL METAPHORS AND TROPES IN THE NATIONAL MEDIA ADVERTISING, A COGNITIVE AND FIGURATIVE APPROACH. JOURNAL OF COMMUNICATION RESEARCH (PAZHOOHESH VA SANJESH)[Internet]. 2018;24(4 (92) ):55-71. Available from: https://sid.ir/paper/152883/en

IEEE: Copy

KAMYAR JOULAEI, and TAHEREH HEMATI, “CONCEPTUAL METAPHORS AND TROPES IN THE NATIONAL MEDIA ADVERTISING, A COGNITIVE AND FIGURATIVE APPROACH,” JOURNAL OF COMMUNICATION RESEARCH (PAZHOOHESH VA SANJESH), vol. 24, no. 4 (92) , pp. 55–71, 2018, [Online]. Available: https://sid.ir/paper/152883/en

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