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The metonymy employed in s.9 relies on a cause-andeffect
relationship between the parts. The effects of using a
certain product replace the product itself in Buy the
whitest teeth and freshest breath from Cloae-Up. This ad
tries to sell toothpaste by means of appealing to the
results of using
it.
In s.lO the idea is to associate the product (rice)
with something pleasant like a holiday, for example. For
this reason the collocation holiday taste is used since on
holidays the meals are especially tasty. The metonymy then
lies in associating the taste of the rice with fun and
pleasure which are natural connotations of "holiday".
Another example of a cause-and-effeet relationship
between the parts is found in s.ll. In this case the cause (a
doctor's advice to reduce cholesterol) substitutes the effect
(a product which is cholesterol-free) . The sentence Your
doctor's adrice never tasted better associates by contiguity
the taste of the product, Egg Beaters, with the doctor's
advice because Egg Beaters tastes good and has no
cholesterol.
The metonymy used in s.12 refers to the friendliness
and hospitality of the Iberia Airlines crew. In this sample
the image is the sun because it associates naturally with a
"warm" and friendly
atmosphere.
As it has been mentioned, metonymy is the use of one
word instead of another, with which it establishes a
constant and logic relation of contiguity (chapter 3, p.52).
This relation can be based on different processes such as
cause and effect, thing and attribute, maker and product, etc.
It is interesting to note that in the collected samples