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Cognitive Explorations into Metaphor and Metonymy

Frank Polzenhagen, Zoltan Kövecses, Stefanie Vogelbacher and Sonja Kleinke

This volume presents selected contributions to an annual symposium on metaphor and metonymy held at the English Department of Heidelberg University. It brings together papers by lecturers, PhD students and graduates from three universities – Heidelberg University, Eötvös Loránd University in Budapest, and the University of East Anglia in Norwich. The contributions illustrate the plurality of perspectives and methods in current cognitive-linguistic research on metaphor and metonymy and exemplify some of the ways in which they can be combined. The papers also attest to the wide range of domains and topics to which metaphor- and metonymy-based research can be applied, including emotion terms, political and scientific discourse, morphology, cross-cultural variation and internet communication.
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Metaphor, metonymy, and brands: From Interest metaphors to Interest metonymies: Carmen Simon

1. Introduction

Extract

Metaphor, metonymy, and brands: From INTEREST metaphors to INTEREST metonymies

    Carmen Simon (Heidelberg)

Metaphors in advertising have been studied by scholars of both linguistics and advertising. Ungerer (2003) suggests that in advertising INTEREST metaphors interact with the GRABBING metonymy to evoke consumers’ interest to buy. While his theory is very promising from a cognitive point of view, it has not been sufficiently developed, and Ungerer himself provides only few examples to illustrate it. In order to demonstrate how INTEREST metaphors and the GRABBING metonymy work in practice, my paper presents a case study that applies Ungerer’s idea to the analysis of the UK website of Wall’s ice cream. Going beyond Ungerer’s original account, I will extend the concept of INTEREST metaphors from products to brands, suggesting that INTEREST metaphors turn into INTEREST metonymies when their target is a brand instead of a product. Online data has been chosen for this study because in spite of the growing pervasiveness of the Internet and online communications, surprisingly little research has been done so far on metaphors on company or brand websites.1

My paper has the following structure: First, I will provide an overview of previous studies in the field, focusing on the functions of metaphors in advertising and summarizing some of the research done on metaphor interpretation by consumers. Then, Ungerer’s INTEREST metaphor theory will be explained in more detail, together with a short introduction to the Internet as a medium of marketing. I will then...

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