METAPHOR: IMAGE AND REPRESENTATION. THE LANGUAGE OF FOOD ADVERTISEMENTS

Posted On Nov 11 2015 by

Advertisers, as keen observers of reality, pay very much attention to how their messages are delivered. Being aware that people feel happier with the idea of foods that are natural rather than synthetic, they use common language so as to mean something to the consumer. Having a limited amount of space in order to try to capture the potential consumer’s attention, an advertiser will always make conventional usage more attractive.  For this purpose he will highlight the product’s quality by making associations between the product and something that already possesses the characteristics he needs to claim for the product. This …


THE AMERICAN CONCEPT OF HOME. A MULTIFACTORIAL CORPUS DRIVEN STUDY

Posted On Jul 27 2012 by

This study examines the concept of HOME in19Cand20CAmerican culture. It draws on the theoretical assumptions of Cognitive Linguistics (Lakoff 1987, Langacker 1987), and seeks to capture the cultural patterns of this concept by examining language structure. Previous approaches in this line of research lack a means for result verification or hypothesis falsification. In response to this important shortcoming, we employ quantitative corpus-driven methods. Adapting these methods to the study of abstract concepts allows a means for verifying results but also for more accurate representation of variation inherent in society and cultural system.