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

All Roads Lead to Advertising: Use of Proverbs in Slogans

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

Department of Languages and Cultures, University of Aveiro, Portugal

This paper presents a research on the use of proverbs in written advertising texts from Portuguese press. The analysis focus on the presence of the proverb in the text both changed and unaltered. The different strategies of transformation are presented.

Full Paper

Bibliographic reference.  Vaz Duarte, Helena Margarida / Coimbra, Rosa Lídia / Castro Moutinho, Lurdes de (2006): "All roads lead to advertising: use of proverbs in slogans", In ExLing-2006, 245-248.