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The teaching of metaphor in the advertising discourse of business newspapers
María Enriqueta Cortés de los Ríos
Ibérica , 2001,
Abstract: Metaphor has rarely been considered an important instrument in the study of specific-purpose texts, since it is traditionally linked with resources of a poetic nature. In addition to this, the lexicon of metaphor was deemed to be of little relevance to the student, as it is not specific to the area of study. However, studies are beginning to highlight the relevance of figurative language so as to widen the students' lexical level. We think, in line with this perspective, that including metaphor in an English language programme can provide Economics students with a useful tool to interpret vocabulary and improve reading skills. In this proposal, we put forward different activities taken from a cognitiveaxiological perspective. These activities can also contribute to teaching cognitive semantics in specialized discourse in a more effective way. The texts used in the activities have been taken from Economics advertising discourse, since they lend themselves particularly well to the analysis of values.
On the Semantic Realization of Fuzziness in Advertising English  [cached]
Lei Chen
Asian Social Science , 2010, DOI: 10.5539/ass.v6n8p126
Abstract: The choice of fuzziness to establish images of products or services is quite common in advertising English. Advertisers often employ fuzzy expressions to grab consumers’ attention, realize persuasion function, and avoid lawful and ethical responsibilities. The author aims at drawing attention to the application of fuzziness in advertising and equipping consumers with better understanding of it to avoid mistakes in interpreting and help advertisers produce more successful advertisements.
Conceptual Metaphor Theory and Teaching of English and Chinese Idioms  [cached]
Xiuzhi Li
Journal of Language Teaching and Research , 2010, DOI: 10.4304/jltr.1.3.206-210
Abstract: This paper talks about the relationship between conceptual metaphor and semantic motivation of English and Chinese idioms from three aspects, namely, structural metaphor, orientation metaphor and ontological metaphor. Based on that, the author puts forward applying conceptual metaphor theory to English and Chinese idiom teaching.
Pragmatic Analysis of Fuzziness in Advertising English
Lei Chen
Asian Culture and History , 2011, DOI: 10.5539/ach.v3n2p29
Abstract: The article tentatively explores the fuzzy expressions in advertising English to realize the ultimate goal of advertising from the perspective of pragmatics. This study is devoted to the pragmatic theories employed by the advertisers in order to make advertisements persuasive, impressive to the target audience. Equipped with the pragmatic knowledge, the target audience can understand advertising language clearly.
The Influence of Metaphor on Sense-impression in English
Shufang Cheng
Theory and Practice in Language Studies , 2012, DOI: 10.4304/tpls.2.2.314-318
Abstract: This paper discusses metaphor as a figure of speech first, and then talks about metaphor and synaesthesia from a cognitive perspective. In order to explain the metaphorical use of sense-impression in English, it borrows examples from some literary works. Finally, it draws the conclusion that metaphor has exerted a great influence on sense-impression in English.
Pragmatic Functions of Presupposition in Advertising English
Liping Ge
Asian Culture and History , 2011, DOI: 10.5539/ach.v3n1p153
Abstract: The functions of advertisement always give rise to the fact that trust and co-operation between the interlocutors are limited or lacking. Presupposition is frequently employed in order to enhance function of advertising language implicitly because of its own special properties and characteristics. This article refers to the historical and theoretical background of the study of presupposition and indicates pragmatic functions of presupposition in advertising English.
The Cognitive Study of Metaphor and its Application in English Language Teaching
Hong-mei SUN
Canadian Social Science , 2010,
Abstract: Metaphor in cognitive linguistics is not only a rhetorical device, but an important mental facility and cognitive instrument. Metaphors provide people a new perspective of perceiving the world and the application of cognitive theories of metaphor creates a new field of research to English teaching. After a brief analysis of the cognitive view on metaphor, this paper mainly focuses on how to apply the cognitive theories of metaphor to English language teaching. Key words: cognitive linguistics; metaphor; conceptual metaphor; English teaching
Verbs Expressing Wish and Their Modality Features in Modern English
Sevil Elchin Gurbanova
International Journal of English Linguistics , 2012, DOI: 10.5539/ijel.v2n6p80
Abstract: In this article the study of the modality features of verbs expressing wish in modern English is carried out. Modality is a semantic-grammatical category which expresses the attitude of the speaker to the discourse. It is frequently targeted for its subjectivity, meaning and contextual expressions. Modality features of verbs expressing wish has been thoroughly researched, the latest achievement of different linguists on this topic have been investigated. A new approach on modality of the verbs expressing wish has been given in the result of the article.
Advertising English and ESP: the British Cosmopolitan ad as an example of ‘specialised’ text
Marisol Velasco Sacristán
Ibérica , 2006,
Abstract: Advertising English is characterised by several linguistic, pragmatic and functional features that distinguish it from other varieties of English that are not specialised. In this paper we have analysed the linguistic (i.e. graphic-phonologic, morpho-syntactic and lexico-semantic), pragmatic and functional features of advertising English, using a sample of 1142 advertisements run in British Cosmopolitan in 1999 and 2000, and have considered their closeness or distance from general English texts. In short, this analysis has proved that advertising English is a variety of ESP (English for Specific Purposes) with a low degree of specialisation and of a social type, which is on the borderline between GE (General English) and ESP. It has also proved that although related to EBE (English for Business and Economics), because of its economic content and purpose, advertising English seems to be closer to GE than EBE.
A Cognitive Approach to the Metonymy and Metaphor-Based Study of “Black” in English  [PDF]
Hui Fan, Yonghong Liao, Yougen Lou
Creative Education (CE) , 2017, DOI: 10.4236/ce.2017.810117
Abstract: According to the contemporary theories, metonymy and metaphor are two major types of word meaning extension, which reveal how people perceive unfamiliar, abstract concepts via familiar, concrete one on the basis of bodily experience. Through the data of “black” from Oxford Advanced Learner’s English-Chinese Dictionary (6th Edition), under the theories in cognitive linguistics, namely, the prototype theory, conceptual metaphor theory, metonymy theory, this paper takes the basic color term “black” in English as an example to analyze the cognitive semantic structure and summarizes the cause of it. This paper aims to strengthen the accuracy of words meaning and translation as well as the cross-cultural awareness and capacity.
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