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4 0 40 BOLINGER, D. Aspects of Language. 2.ed. New York, Harcourt, Brace, Jovanovich, 1975. p.102. 41 WILLIAMS, p.43. 42 STRANG, B. Modern English structure. 2.ed. Lon<strong>do</strong>n, Edward Arnold, 1968. p.27. 43 STRANG, p.225. 44 LEECH, p.176.
3 FIGURATIVE LANGUAGE IN ADVERTISING In this chapter we discuss one aspect of advertising which is the use of figurative language. First we give a general view of figurative language and then introduce the group of figures which will be analyzed, namely, the tropes or figures of thought*. The present research is limited to the three main tropes which are metaphor, metonymy and synec<strong>do</strong>che. Definitions from various sources are presented in order to explain the selection of these tropes for our analysis. Finally, we give some examples of these tropes in the language of press advertising. We also give some examples of two other types of figurative language found in our research which are simile and personification. Although other authors are mentioned, we focus our discuss on Geoffrey N. Leech's approach because his studies on semantics, stylistics, figurative language and English in advertising constitute the best foundation for our research. 3.1 FIGURATIVE LANGUAGE - A GENERAL VIEW Some authors use the word metaphor either to refer to figurative language in general, including figures of speech and figures of thought, or to refer to just one kind of *Some of the issues presented in this chapter have already been discussed in an article previously published in Fragmenta, 1_ : 153-77, 1990
Page 1 and 2: MARISTELA PUGSLEY FIGURATIVE LANGUA
Page 3 and 4: AGRADECIMENTOS Ao Senhor Deus, pela
Page 5 and 6: 3.3 THE TROPES IN THE ADVERTISING L
Page 7 and 8: ABSTRACT Our purpose in this work i
Page 9 and 10: RESUMO O presente trabalho tem por
Page 11 and 12: 1 INTRODUCTION Advertising is one o
Page 13 and 14: 3 The present research seems valid
Page 15 and 16: 5 b) to develçp a classification m
Page 17 and 18: 2 THE LANGUAGE OF ADVERTISING Our a
Page 19 and 20: "advertising not only influences hu
Page 21 and 22: 11 2.2.2 Media What are the best me
Page 23 and 24: 13 2.2.3 Participants When a manufa
Page 25 and 26: 15 depending on the quality of the
Page 27 and 28: 17 In this dissertation we do not a
Page 29 and 30: 19 Another characteristic of the di
Page 31 and 32: 2 1 mind, stressing the psychologic
Page 33 and 34: 2 3 these articles better than the
Page 35 and 36: 2 5 1) "All of GM, going all out fo
Page 37 and 38: 2 7 O'DÜNNELL & TODD (1980) also r
Page 39 and 40: 2 9 lexical items suffice almost by
Page 41 and 42: 3 1 During our research we collecte
Page 43 and 44: 3 3 1) sentences which we accept wi
Page 45 and 46: 1 3 5 Blending : 1) "There's no Car
Page 47 and 48: 3 7 headline and the main illustrat
Page 49: 1 39 19 QUIRK, E. & GREENBAUM, S. A
Page 53 and 54: 4 3 or any identification of one th
Page 55 and 56: 4 5 institutional delicacy. In the
Page 57 and 58: 4 7 simple classification. X METAPH
Page 59 and 60: 4 9 "metaphor is a special kind of
Page 61 and 62: 5 1 Of all the definitions for meta
Page 63 and 64: 5 3 3.3 THE TROPES IN THE ADVERTISI
Page 65 and 66: 5 5 allergy the most desired remedy
Page 67 and 68: 5 7 inanimate things or abstract id
Page 69 and 70: 59 NOTES 1LIBERMAN , M. M. & FOSTER
Page 71 and 72: 4 METHODOLOGY This chapter describe
Page 73 and 74: 6 3 limited to the tropes. The coll
Page 75 and 76: 6 5 tropes is to identify the parts
Page 77 and 78: 1 PROCESS OF 1 1 TROPES 1 DHFI rs I
Page 79 and 80: 6 9 In the transcribed copy the uni
Page 81 and 82: 7 1 There is deviation in these uni
Page 83 and 84: 7 3 SAMPLE 2 - Newsweek Internation
Page 85 and 86: 7 5 "luxury, style and excellence"
Page 87 and 88: 7 7 ANALYSIS Land frequent fliers w
Page 89 and 90: 7 9 SAMPLE 4 - Norelco (RD January
Page 91 and 92: 8 1 SAMPLE 5 - GTE (SM March 1989,
Page 93 and 94: 8 3 SAMPLE 6 - Sungate (RD August 1
Page 95 and 96: 8 5 SAMPLE 7 - Gourmet Chandelier C
Page 97 and 98: 8 7 d) Type 1. thing and attribute
Page 99 and 100: 8 9 ANALYSIS Plymouth Sundance - Th
Page 101 and 102:
9 1 SAMPLE 9 - Close-Up (RD October
Page 103 and 104:
9 3 The main illustration, which oc
Page 105 and 106:
9 5 creates pleasant expectations a
Page 107 and 108:
! i 9 7 ANALYSIS Your doctor's advi
Page 109 and 110:
9 9 SAMPLE 12 - Iberia (TM January
Page 111 and 112:
1 0 1 Through the association betwe
Page 113 and 114:
1 0 3 forming the phrase the wings
Page 115 and 116:
1 0 5 SAMPLE 14 - Lane (RD April 19
Page 117 and 118:
1 0 7 SAMPLE 15 - Chevy Sportside (
Page 119 and 120:
109 associates to heart is the colo
Page 121 and 122:
111 b) Process of association Throu
Page 123 and 124:
1.13 metaphor because there is a se
Page 125 and 126:
1 1 5 Samples 6-12 contain examples
Page 127 and 128:
1 1 7 the only types are thing/attr
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1 1 9 b) These; tropes represent de
Page 131 and 132:
1 2 1 .newspapers, and advertisemen
Page 133 and 134:
APPENDIX PHOTOCOPIES OF THE SELECTE
Page 135 and 136:
125 SAMPLE 2 - Newsweek Internation
Page 137 and 138:
SAMPLE 4 - Norelco 127
Page 139 and 140:
SAMPLE 6 - Sungate - i^ttiiW' lilt
Page 141 and 142:
SAMPLE 8 - Plymouth Sundance
Page 143 and 144:
133 SAMPLE 10 - Uncle Ben's Company
Page 145 and 146:
AJAUNCS O* SPAIN WARM TO THE EXPERI
Page 147 and 148:
SAMPLE 14 - Lane 137
Page 149 and 150:
SAMPLE 16 - Log Cabin Syrup 139
Page 151 and 152:
141 14 ECO, U. Como se faz uma tese
Page 153:
143 49 SWAN. M. Authentic texts in
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