Primary metaphors in advertising: An analysis of tangible vs. intangible products printed advertisements

• Lorena Pérez-Hernández ^[1] ; David Huguet Varea ^[1]
  1. [1] Universidad de La Rioja

     Universidad de La Rioja

     Logroño, España

     
• Localización: Pragmalinguistica, ISSN 1133-682X, Nº 30, 2022, págs. 331-354
• Idioma: inglés
• DOI: 10.25267/Pragmalinguistica.2022.i30.15
• Títulos paralelos:
  • Étaphores primaires dans la publicité: Une analyse des publicités imprimées de produits tangibles et intangibles
  • Metáforas primarias en publicidad: Un análisis de anuncios impresos de productos tangibles e intangibles
• Enlaces
  • Texto completo
• Resumen
  • español

    Las metáforas primarias son puntos focales de la industria publicitaria global actual (Ortiz, 2010, 2011; Pérez-Hernández, 2013a, 2013b, 2014, 2019; Pérez -Sobrino, 2017). Sin embargo, existen escasos estudios sobre cómo operan en relación con la naturaleza de los diferentes productos/servicios. Este artículo tiene como objetivo proporcionar (1) información sobre la ubicuidad y el funcionamiento de las metáforas primarias en los anuncios impresos; y (2) un análisis exhaustivo de su productividad en relación con la naturaleza (material vs. inmaterial) del producto/servicio. El análisis de corpus (300 anuncios) revela que las metáforas primarias superan ampliamente en número a las de semejanza en los anuncios analizados. También proporciona un inventario de los dominios fuente y meta implicados, y describe los patrones de interacción entre las metáforas primarias y el producto/servicio. El análisis revela una mayor frecuencia de aparición de metáforas primarias en relación con productos tangibles y proporciona una explicación para esta tendencia.

  • English

    Primary metaphors are focal points for the present-day global advertising industry (Ortiz, 2010, 2011; Pérez-Hernández, 2013b, 2014, 2019; Pérez-Sobrino, 2017). Nevertheless, there is little research on how they operate in relation to the nature of different prod-ucts/services. This paper aims to provide (1) insights into the pervasiveness and functioning of multimodal primary metaphors in printed advertisements; and (2) a thorough analysis on their productivity in relation to the nature (material vs. immaterial) of the target product. The analysis of a corpus of 300 printed ads reveals that primary metaphors largely outnumber resemblance metaphors in the advertisements under scrutiny. It provides a detailed inventory of the source and target domains involved, and a description of the interaction patterns between primary metaphors and the product/service. The analysis of the data unveils a higher frequency of occurrence of primary metaphor mappings in relation to tangible products and elucidates reasons for this attested trend.

  • français

    Les métaphores primaires sont les points focaux de l’industrie publicitaire mondiale actuelle (Ortiz, 2010, 2011; Pérez-Hernández, 2013b, 2014, 2019 ; Pérez-Sobrino, 2017). Cependant, il existe peu d’études sur leur fonctionnement par rapport à la nature des différents produits/services. Cet article vise à fournir (1) des informations sur l’omniprésence et le fonctionne-ment des métaphores primaires multimodales dans les publicités imprimées; et (2) une analyse ap-profondie de son productivité par rapport à la nature (tangible vs immatériel) du produit/service. L’analyse du corpus (300 publi-cités) révèle que les métaphores primaires sont bien plus nombreuses que celles de similitude dans les publicités analysées. Il fournit également un inventaire des domaines source et cible impliqués, et décrit les modèles d’interaction entre les méta-phores primaires et le produit/service. L’analyse révèle une fréquence d’occurrence plus élevée des métaphores primaires en relation avec des produits tangibles et fournit une explication de cette tendance.

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