ITRW on Experimental Linguistics Athens, Greece August 28-30, 2006

Where the Wine is Velvet: Verbo-Pictorial Metaphors in Written Advertising

Rosa Lídia Coimbra, Helena Margarida Vaz Duarte, Lurdes de Castro Moutinho

Department of Languages and Cultures, University of Aveiro, Portugal

In this presentation, we intend to approach pictorial metaphors (PM) and verbo-pictorial metaphors (VPM) in written Portuguese advertising, using a corpus of newspaper and magazine advertisements. As theoretical framework, we use the Cognitive Linguistics theory of the multiple spaces and blending by Gilles Fauconnier and Mark Turner (2003) and part of Charles Forceville’s (1996) approach to VPM. The collected corpus is analysed, and the main objective of this study is the presentation of a typology for the diverse ways to establish conceptual blending in VPM (Coimbra, 2000). It is argued that there are at least six categories of VPM.

Full Paper

Bibliographic reference.  Coimbra, Rosa Lídia / Vaz Duarte, Helena Margarida / Castro Moutinho, Lurdes de (2006): "Where the wine is velvet: verbo-pictorial metaphors in written advertising", In ExLing-2006, 101-104.