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Tiina Alekõrs. Personification in Advertising |
2006, nr. 4 |
Poetic language is a figurative language, of
which metaphors form an important part. This aticle is focused
on personifications as a type of advertising metaphors. According
to S. E. Guthrie personification consists in attributing humanlike
features to a nonhuman. In advertising, a product is the target
domain and the human being is the source domain of the metaphor.
The aim of this study was to investigate what modes of personification
are used and what kind of products are personified. The analysed
advertisements come from magazines and newspapers of the year
2003.
Keywords: poetic language, metaphors,
personification, advertising language.
Tiina Alekõrs (b. 1981), BA, University
of Tartu
tiinaa@ut.ee
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