Publication: Aerolíneas y metáforas. Las metáforas conceptuales venden billetes
Authors
García González, Rosario ; Rocamora Abellán
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Publisher
Escuela Universitaria de Turismo. Universidad de Murcia
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DOI
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info:eu-repo/semantics/article
Description
Abstract
El presente artículo parte de la idea de comprobar hasta qué
punto se trabajan los contenidos conceptuales en el mensaje
publicitario de las aerolíneas. Por medio de una selección de
anuncios, en formato papel y en la red, de diferentes compañías
aéreas se analizarán tanto el componente lingüístico como el visual
y su interrelación desde la perspectiva cognitiva. Dado que los
productos que se ofrecen en este tipo de publicidad no son
tangibles, ya que son servicios, pensamos que serían más adecuados
para ser representados por medio de conceptos abstractos
proyectados sobre conceptos concretos, es decir, tal y como
funciona la metáfora cognitiva. Es de esperar que en el eslogan
publicitario se encuentre una alta concentración de metáforas y
metonimias cognitivas, así como la elección de elementos
prototípicos que garanticen la universalidad del mensaje usado. Por
otro lado, también se verá, en el análisis llevado a cabo, la
importancia de la imagen en la creación de metáforas y metonimias
conceptuales que den pie a la decodificación del mensaje.
ABSTRACT: The present paper aims to check to what extent airline advertising messages are aware of the importance of conceptual contents. By means of a small corpus of airline adverts, both on and off line, the visual and linguistic aspects will be analyzed from a cognitive viewpoint. The very nature of the services advertised in the corpus seems to establish a connection with the way they are presented to the public, i.e. since they are services and not products as such, they may as well be represented by abstract concepts mapped onto concrete concepts, in the fashion of the cognitive metaphor theory. Both metaphors and metonymies will be found to be present in the print as well as in the images of the ads, although in different proportions and representing different concepts.
ABSTRACT: The present paper aims to check to what extent airline advertising messages are aware of the importance of conceptual contents. By means of a small corpus of airline adverts, both on and off line, the visual and linguistic aspects will be analyzed from a cognitive viewpoint. The very nature of the services advertised in the corpus seems to establish a connection with the way they are presented to the public, i.e. since they are services and not products as such, they may as well be represented by abstract concepts mapped onto concrete concepts, in the fashion of the cognitive metaphor theory. Both metaphors and metonymies will be found to be present in the print as well as in the images of the ads, although in different proportions and representing different concepts.
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Citation
Gran Tour: Revista de Investigaciones Turísticas, nº 12 (2015)
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