ISCA Archive ExLing 2006
ISCA Archive ExLing 2006

Where the wine is velvet: verbo-pictorial metaphors in written advertising

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

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.


Cite as: Coimbra, R.L., Vaz Duarte, H.M., Castro Moutinho, L.d. (2006) Where the wine is velvet: verbo-pictorial metaphors in written advertising. Proc. First ITRW on Experimental Linguistics, 101-104

@inproceedings{coimbra06_exling,
  author={Rosa Lídia Coimbra and Helena Margarida {Vaz Duarte} and Lurdes de {Castro Moutinho}},
  title={{Where the wine is velvet: verbo-pictorial metaphors in written advertising}},
  year=2006,
  booktitle={Proc. First ITRW on Experimental Linguistics},
  pages={101--104}
}