ISCA Archive ExLing 2006
ISCA Archive ExLing 2006

All roads lead to advertising: use of proverbs in slogans

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

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.


Cite as: Vaz Duarte, H.M., Coimbra, R.L., Castro Moutinho, L.d. (2006) All roads lead to advertising: use of proverbs in slogans. Proc. First ITRW on Experimental Linguistics, 245-248

@inproceedings{vazduarte06_exling,
  author={Helena Margarida {Vaz Duarte} and Rosa Lídia Coimbra and Lurdes de {Castro Moutinho}},
  title={{All roads lead to advertising: use of proverbs in slogans}},
  year=2006,
  booktitle={Proc. First ITRW on Experimental Linguistics},
  pages={245--248}
}