Treść książki
Przejdź do opcji czytnikaPrzejdź do nawigacjiPrzejdź do informacjiPrzejdź do stopki
(e.g.,Dyer,1982;Świątek,1995;Tanaka,1996;Bralczyk,2000;Cook,
2001;Dynel,2009;Phillips&McQuarrie,2009).
Therationalebehindtheuseofthisfigureinadvertisingisitsgreat
communicativeattractiveness,whichfollowsfromthefactthat“thepower
ofametaphoricalfigureliesinitsmetaphoricity(i.e.,cross-domaincom-
parison)oritsfigurativeness(i.e.,artfuldeviation),orboth”(Phillips&
McQuarrie,2009,p.49),ofwhichmoreinthethirdchapter.Fornow,
letitbestatedthatitisafundamentalfigureofspeechwhich“describes
juxtapositionsofreferentsnotnormallyassociated”(MacCormac,1990,
p.1),whichresultsinaninteractionbetweentwovariousdomainsonthe
conceptualplane.Itisappliedtomakeadsmoreengagingandtostructure
theperceptionsofmessagerecipientsbymeansofinvolvingcontent,that
is,apuzzletosolve,foritrequiresthinkingaboutthecombinationofele-
mentsthatenterintometaphoricalrelationsandtheresultantmeaning.
Awell-chosenmetaphorissomethingmorethanachanceforaproduct
advertisedtobecomepersonifiedandpresentedasananimateobjectwith
asoulofitsown(Bralczyk,2000);ametaphormaysparkassociationsand
emotionsthatwillprovokeinterestintheaudienceandinducelikingfor
anadandtheproductitself,whichcanpotentiallytranslateintoboosting
salesinthefuture.Thisisalsotrueforsuchfiguresofspeechasmetonymy
(Cook,2001),simile,andparadox(Brierley,2005),withmetonymysharing
theoperationofsubstitutionofonetermforanotherwithmetaphor,the
onlydiferencebeingthenatureoftherelationbetweentheterms.This
isduetothefactthatmetaphorreliesontwoseparate,andusuallyalso
disparate,domainsbetweenwhichtheperceivercandrawopen-ended
analogies,whilemetonymyoperateswithinaratherclose-endedsetof
associationsandcontiguities(cf.Dirven,2002;Radden&Kövecses,2007).
Thefrequencyofpunsandwordplayinadvertisingdiscourseshows
thattheuseoflanguageforhumorouspurposesisapopularstrategytoo
(Tanaka,1992,1996;Bralczyk,2000;Sutherland&Sylvester,2000;Cook,
2001;Brierley,2005;Djafarova,2008;Gajewska,2011;Diaz-Pérez,2012),
whichisusedtoentertainprospectiveconsumersandmakethemmore
receptivetoadvertisingmessagesbecauseoftheemotionfactorinvolved.
“Thefunctionofpunning(wordplay)inadvertisingvariesfromdouble
meaningstohumorousefects”(Djafarova,2008,p.267),yettheprimary
functionoflanguageplaysinads,exceptforamusingtherecipient,
istoconducetolikingandpositiveattitudetowardsanad.Punsare
bothcreativeandintriguing,theyasktobeinterpretedinorderforthe
audiencetofindthehiddenlinksbetweenthedenotativeandconnotative
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