Semantic-discursive functions of linguistic expression that materialize conceptual metaphor in discurse genres

this work aims at presenting some results of the research developed in the project named metaphor, discursive genre and argumentation (mgda) which has the purpose of describing linguistic expressions that materialize conceptual metaphors in several discursive genres, searching for the identification of the semantic-discursive function(s) of such expressions. the researches were done by my students and me and the present results reveal some discursive functions not seen in the literature so far: the presence of metaphorical expressions that materialize conceptual metaphors with the function of approaching the advertiser to the interlocutor in publicity and linguistic expressions that literalize the everyday life conceptual metaphor, producing laughter in humor, among other semantic-discursive functions.