Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
5126284 | Procedia - Social and Behavioral Sciences | 2016 | 7 Pages |
Abstract
The interplay of literal and metaphorical meanings is often employed as the means of image creation in advertising. Both literal and metaphorical meanings of a linguistic unit are given referential value; it is to be considered both at the metaphorical level and the lexical or literal level simultaneously. The effect of double reading is created by the help of a phenomenon visualized in an advertisement. The study proves that the interplay of literal and metaphorical meanings in advertising is employed to enhance that the viewer grasps the whole semantic space implied in the linguistic unit and its visualization.
Keywords
Related Topics
Social Sciences and Humanities
Arts and Humanities
Arts and Humanities (General)
Authors
Ilze OļehnoviÄa, Zaiga Ikere, Solveiga Liepa,