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Chapter3
AdvertisingandthePoweroftheFigurative
3.1AFewWordsonMetaphor
3.2ConsiderationsRelatedtoMentalSpaces
3.3DeliberationsonConceptualBlendingTeory
3.4IdentifyingMetaphoricLanguage
3.5Verbal,Visual,andMultimodalMetaphorinAdvertising
3.5.1VerbalMetaphorinAdvertising
3.5.2VisualMetaphorinAdvertising
3.5.3MultimodalMetaphorinAdvertising
3.6RelevanceTeoryandFigurativeLanguage
3.7Summary
Chapter4
AdvertisingandLanguageforHumorousPurposes
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4.1DefiningHumour
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4.2TypesofHumour
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4.2.1Incongruity-ResolutionTeory
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4.2.2SuperiorityTeoryandDisparagingHumour
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4.2.3ReliefTeory
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4.3TeLinguisticApproachtoHumour
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4.3.1GradedSalienceHypothesis
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4.3.2Relevance-TeoreticTreatmentsofHumour
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4.3.3TeScript-BasedSemanticTeoryofHumour(SSTH)
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4.3.4TeGeneralTeoryofVerbalHumour(GTVH)
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4.3.5SomePolemicPointswithRegardtotheSSTHandGTVH
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4.3.6TeVisualandMultimodalMeansforProducingHumour
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4.4ConsiderationsRelatedtoPreviousResearchonHumourin
Advertising
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4.5TeLinkagebetweentheHumorousandtheMetaphorical
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4.6Summary
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Chapter5
PerspectivesontheStudyofHumorousMetaphoricalAds
5.1TeScopeofStudyandDataCollection
5.2ResearchObjectives
5.3Methodology
5.4ResearchParticipants
5.5PresentationofResults
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