An approach to the use of metaphor in British and Spanish advertising from relevance theory.
Authors
- Francisco Javier Díaz Pérez (ES) Universidad de Jaén
Abstract
The main objective of the present study is to offer an analysis of the use of metaphors in British and Spanish press advertisements. The first part of the paper will focus on three different pragmatic theories of metaphor. In the second part, the role played by metaphor will be analyzed in several advertisements extracted from certain British and Spanish periodic publications. The theoretical framework which serves as basis for this analysis is Sperber and Wilson's Relevance Theory. Metaphor on the one hand reveals itself as an effective way of attracting and maintining the potential consumer's attention. On the other hand, it helps to increase the produced contextual effects, which offset the processing effort demanded of the addressee.
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