1. Cognitive Operations in Eco-Friendly Car Advertising.
- Author
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CORTÉS DE LOS RÍOS, MARIA ENRIQUETA and NEGRO ALOUSQUE, ISABEL
- Subjects
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ADVERTISING , *CONSUMERS , *SUSTAINABLE development , *ADVERTISERS , *AUTOMOBILES - Abstract
This paper presents a corpus-based analysis of printed eco-friendly car advertisements in English in line with the growing consumer interest in environmental issues and the development of green advertising. The aim of the research is threefold: 1) to unveil the content cognitive operations (for the purpose of this research, metonymy, metonymic chain, metaphoric amalgam and metaphor) underlying the ads and their modes of representation; 2) to examine the relationship between (i) these conceptual operations and the environmental claims made by advertisers, and (ii) the environmental claims made by advertisers and the text-image interaction. In this light, the paper yields two major findings: a) the cognitive operations underlying our corpus are usually rendered in the visual and verbal modes; b) the environmental claims underlying the ads correlate with the conceptual content and the text-image interplay. The conscious use of these mechanisms by advertisers can help the manner in which messages are interpreted. [ABSTRACT FROM AUTHOR]
- Published
- 2022
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