License Agreement on scientific materials use.
|
|
METAPHOR IN THE AMERICAN POLITICAL ADVERTISING
|
Lidiya Petrovna Koval’chuk
Chelyabinsk State University
|
Submitted:
May 13, 2019
|
Abstract.
The article reveals the structural and cognitive specificity of the metaphor in the American political advertising. The purpose of the study is to determine the structure of the metaphor and its cognitive features by the example of political videos of recent years using the theory of conceptual integration. Novelty of the work is determined by the fact that internal mechanisms for constructing the metaphor are being studied and an attempt is made to explain the processes occurring in the mind of a recipient when understanding metaphorical context. The results suggest that the metaphor is a complex cognitive formation resulting from the interaction of several mental spaces.
|
Key words and phrases:
метафора
бленд
концептуальная интеграция
ментальное пространство
межпространственное отображение
политическая реклама
metaphor
blend
conceptual integration
mental space
interspatial mapping
political advertising
|
|
Open
the whole article in PDF format. Free PDF-files viewer can be downloaded here.
|
|
References:
- Гринберг Т. Э. Политические технологии. ПР и реклама. М.: Аспект Пресс, 2012. 279 с.
- Джорджикиа М. В. Телевизионная политическая реклама как наиболее эффективный метод воздействия на общественность // Вестник Российского университета дружбы народов. Серия «Литературоведение, журналистика». 2013. № 1. С. 136-143.
- Хорошкевич Н. Г. Социальная и политическая реклама: учебно-методическое пособие. Екатеринбург, 2015. 145 с.
- Fauconnier G. Mental Spaces. Aspects of Meaning Construction in Natural Language. Cambridge: Cambridge University Press, 1994. 190 p.
- Holtz-Bacha C., Kaid L. L. Political Advertising in International Comparison // The Sage Handbook of Political Advertising / ed. by L. L. Kaid, C. Holtz-Bacha. California: Sage Publications, 2006. P. 3-13.
- Hughes A. Market Driven Political Advertising: Social, Digital and Mobile Marketing. Cham: Springer International Publishing, 2018. 135 р.
- Lakoff G., Johnsen М. Metaphors We Live by. Chicago: The University of Chicago Press, 2003. 242 p.
- Moorman M., Neijens P. Political Advertising // Advertising Theory / ed. by E. Thorson, Sh. Rodgers. N. Y.: Routledge, 2012. P. 297-309.
- Thorson E., Rodgers Sh. What does “theories of advertising” mean? // Advertising Theory / ed. by E. Thorson, Sh. Rodgers. N. Y.: Routledge, 2012. P. 3-17.
- Turner M. The Origin of Ideas. N. Y.: Oxford University Press, 2014. 300 p.
|
|