Edited By Frank Polzenhagen, Zoltan Kövecses, Stefanie Vogelbacher and Sonja Kleinke
Emotional Value metaphors: A new class of Interest metaphors in advertising: Katrin Strobel
EMOTIONAL VALUE metaphors: A new class of INTEREST metaphors in advertising
Katrin Strobel (Heidelberg)
[M]etaphor plays a role in human thought, understanding, and reasoning and, beyond that, in the creation of our social, cultural, and psychological reality. Trying to understand metaphor, then, means attempting to understand a vital part of who we are and what kind of world we live in. (Kövecses 2010: xiif.)
The cognitive linguistic approach to metaphor has shown that metaphor can no longer be seen as a rhetorical device or figure of speech which is used for its aesthetic delight, but must be seen as a way of understanding the world. Lakoff and Johnson’s seminal work Metaphors We Live By set off an avalanche of research on metaphor as a “system of thought” (Evans & Green 2006: 294). Since its publication in 1980, various disciplines, such as linguistics, cognitive science, philosophy or psychology, have taken up the view of metaphors as being deeply anchored in our conceptual system and ‘Conceptual Metaphor Theory’ has developed substantially (Lakoff & Johnson 2003: 243ff.).
One of the fields to which the cognitive view of metaphor has been fruitfully applied is the analysis of advertising (Ungerer & Schmid 2006: 281ff.; Fauconnier & Turner 2003: 65ff.; Kövecses 2010: 65). Studies are available on American car names (Piller 1996) and perfume trade names (Vorlat 1985), on gender metaphors (Velasco-Sacristán & Fuertes-Olivera 2006), multimodal metaphors (Forceville 2009) and pictorial metaphors in print...