A conceptual blending analysis of a metaphorical advertisement: applications in elt
DOI:
https://doi.org/10.15448/2178-3640.2017.2.28270Palabras clave:
metaphorical advertisements, conceptual blending, meaning construction, ELT.Resumen
Advances in Cognitive Linguistics have focused on the centrality of meaning and conceptual structure in human language (Evans & Green, 2006; Geeraerts, 2006), placing phenomena such as metaphor as central to human cognition (Lakoff, 2006; Lakoff & Johnson, 1980). This paper analyzes the process of meaning construction of a metaphorical print advertisement in which cognitive operations of conceptual integration (cf. Fauconnier & Turner, 2002) can be mapped through the interplay between verbal and nonverbal language. Seeing that adverts can provide learners with real-life communicative opportunities for language development due to their
up-to-date language, cultural-bound content, and creative discourse techniques (Mishan, 2005; Picken, 2000; 1999), this paper additionally provides four pedagogical applications of the chosen advertisement in English Language Teaching, drawing on the principles of the theoretical
framework presented.
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