ITRW on Experimental Linguistics
In this presentation, we intend to approach pictorial metaphors (PM) and verbo-pictorial metaphors (VPM) in written Portuguese advertising, using a corpus of newspaper and magazine advertisements. As theoretical framework, we use the Cognitive Linguistics theory of the multiple spaces and blending by Gilles Fauconnier and Mark Turner (2003) and part of Charles Forcevilles (1996) approach to VPM. The collected corpus is analysed, and the main objective of this study is the presentation of a typology for the diverse ways to establish conceptual blending in VPM (Coimbra, 2000). It is argued that there are at least six categories of VPM.
Bibliographic reference. Coimbra, Rosa Lídia / Vaz Duarte, Helena Margarida / Castro Moutinho, Lurdes de (2006): "Where the wine is velvet: verbo-pictorial metaphors in written advertising", In ExLing-2006, 101-104.