Cognitive operations in eco-friendly car advertising.

  1. Cortés de los Ríos, María Enriqueta 1
  2. Negro Alousque, Isabel 2
  1. 1 Universidad de Almería
    info

    Universidad de Almería

    Almería, España

    ROR https://ror.org/003d3xx08

  2. 2 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Revista:
IJES: international journal of English studies

ISSN: 1578-7044

Año de publicación: 2022

Volumen: 22

Número: 1

Páginas: 81-99

Tipo: Artículo

DOI: 10.6018/IJES.469131 DIALNET GOOGLE SCHOLAR lock_openDIGITUM editor

Otras publicaciones en: IJES: international journal of English studies

Resumen

This paper presents a corpus-based analysis of printed eco-friendly car advertisements in English in line with the growing consumer interest in environmental issues and the development of green advertising. The aim of the research is threefold: 1) to unveil the content cognitive operations (for the purpose of this research, metonymy, metonymic chain, metaphoric amalgam and metaphor) underlying the ads and their modes of representation; 2) to examine the relationship between (i) these conceptual operations and the environmental claims made by advertisers, and (ii) the environmental claims made by advertisers and the text-image interaction. In this light, the paper yields two major findings: a) the cognitive operations underlying our corpus are usually rendered in the visual and verbal modes; b) the environmental claims underlying the ads correlate with the conceptual content and the text-image interplay. The conscious use of these mechanisms by advertisers can help the manner in which messages are interpreted.  

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