A critical cognitive-pragmatic approach to advertising gender metaphors

Sacristán, María Sol Velasco

doi:10.1515/iprg.2005.2.3.219

Cited by 10 publications

(3 citation statements)

References 11 publications

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“…Metaphor is usually used in a discourse whether to persuade or manipulate the audience, receiver, or listener (Koller & Semino, 2009), but it also has a role in crafting gender identities which have been examined and analysed across various cultures and discourses. They are investigated within three dimensions: a) Gendered metaphors used to represent power inequality (Koller 2004;Velasco Sacristan, 2005) b) Metaphors used in representing to either men or women (Koller 2004) c) Metaphors used by either men and women (Koller & Semino, 2009) Since throughout the years, attention has been given to how male and female are represented in the media (e.g. Hellinger, 2006;Hercberg, 2007), hence, the current study addresses the third dimension due to the scarcity of how men and women use metaphors in the past literature (Koller & Semino, 2009).…”

Section: Metaphor Usage Between Gendermentioning

confidence: 99%

Metaphor, Religion, and Gender: A Case Study of Metaphor Analysis in Islamic Motivational Speech Corpus

Malik

Mohamad

2021

IJMAL

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Metaphor plays a vital role in human communication and its presence is evident in various discourses across genres. Nevertheless, there is a scarcity in the study of metaphors used among different genders especially in religious discourse. Thus, the current study aims to examine metaphor use in religious motivational speeches between two (male and female) speakers. A corpus-based approach, that involved analysis of keywords, collocation, and concordance, was selected in identifying linguistic metaphors while conceptual mapping (Lakoff & Johnson, 1980) was chosen to identify conceptual metaphors in both corpora. The main data consist of four speeches of Yasmin Mogahed (YM Corpus) and four speeches of Nouman Ali Khan’s speeches (NAK Corpus) retrieved from their YouTube Channels. #LancsBox 5.0 was chosen as the tool in analysing the language patterns. From the findings, it can be concluded Yasmin used a higher frequency of metaphors compared to Nouman. This is evident from the results in the collocation analysis in YM corpus that showed seven collocates (‘SWT’, ‘heart’, ‘foundation’, ‘healthy’, ‘fear’, ‘solid’, and ‘fill’) were predetermined to have signals of metaphorical expressions as compared to NAK corpus that only has four collocates (‘evil’, ‘syirik’, ‘religion’, and ‘faith’) with signals of metaphorical expressions. It is also apparent that the variety of metaphors used by Yasmin is more diverse (BUILDING, HUMAN/LIVING ORGANISM, TREE, and CONTAINER metaphors) as compared to Nouman that only uses COMPUTER FILE and CONTAINER metaphors. Yasmin’s choice of metaphors seems to be heavily influenced with the common metaphors used in the Qur’an, while Nouman’s lack choice of metaphors indicate his preference in explaining religious concepts through literal explanation instead of metaphorical one. Future studies are recommended to have a bigger sample to better differentiate the metaphor usage between genders. It is also imperative for future research to further examine the implications of different choice of metaphors on the construction of meaning in the Islamic motivational religious corpus between different genders.

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Section: Metaphor Usage Between Gendermentioning

confidence: 99%

Metaphor, Religion, and Gender: A Case Study of Metaphor Analysis in Islamic Motivational Speech Corpus

Malik

Mohamad

2021

IJMAL

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“…These types, rather than appearing in isolation in single ads, very often co-occur, giving rise to a complex network of gender relations within numerous ads (cf. Velasco Sacristán 2003, Velasco Sacristán 2005.…”

Section: Advertising Gender Metaphorsmentioning

confidence: 99%

“…Financial support for this research has been provided by Grant "Lenguaje e Ideología en la Sociedad del Conocimiento: Análisis de la variedad GÉNERO en córpora especializados monolingües, bilingües y multilingües en inglés, español, francés y alemán" (Reference VA 041A05). Part of this article, mostly from section 3, appears in the articles "A Critical Cognitive-Pragmatic Approach to Advertising Gender Metaphors" (Velasco Sacristán 2005) and "Towards a Critical Cognitive-Pragmatic Approach to Gender Metaphors in Advertising English" (Velasco-Sacristán and Fuertes-Olivera 2006). STUDIES -VOLUME 7 (2009), 111-148 COMUNICACIÓN OSTENSIVA Y ENCUBIERTA EN LAS METÁFORAS DE GÉNERO EN LA PUBLICIDAD RESUMEN.…”

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Overtness-covertness in advertising gender metaphors

Sacristán

2009

J. engl. stud. (Logroño, internet)

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This paper aims at demonstrating that weak communication (overt and covert) can have an important influence on the choice, specification and interpretation of ideological metaphors in advertising. We focus here on a concrete type of ideological metaphor, advertising gender metaphor. We present a description of advertising gender metaphors, subtypes (cases of metaphorical gender, universal gender metaphors and cultural gender metaphors) and crosscategorisation in a case study of 1142 adverts published in British Cosmopolitan (years 1999 and 2000). We next assess “overtness-covertness” in the advertising gender metaphors in our sample. In considering this we also look at the conventional-innovative scale of these metaphors, and examine their discrimination against men and women. The intended value of this paper lies in its examination of both weak overt and covert types of communication in relation both to cognitive and pragmatic theorising of metaphor, and, more generally, to theorising advertising communication.

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Metonymic grounding of ideological metaphors: Evidence from advertising gender metaphors

Velasco-Sacristán

2010

Journal of Pragmatics

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A critical cognitive-pragmatic approach to advertising gender metaphors

Cited by 10 publications

References 11 publications

Metaphor, Religion, and Gender: A Case Study of Metaphor Analysis in Islamic Motivational Speech Corpus

Metaphor, Religion, and Gender: A Case Study of Metaphor Analysis in Islamic Motivational Speech Corpus

Overtness-covertness in advertising gender metaphors

Metonymic grounding of ideological metaphors: Evidence from advertising gender metaphors

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