A conceptual blending analysis of a metaphorical advertisement: applications in elt


  • Elisa Mattos de Sá Universidade Nova de Lisboa Centre for English, Translation and Anglo-Portuguese Studies




metaphorical advertisements, conceptual blending, meaning construction, ELT.


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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Author Biography

Elisa Mattos de Sá, Universidade Nova de Lisboa Centre for English, Translation and Anglo-Portuguese Studies

Graduate student at Universidade Nova de Lisboa (UNL). Investigator at UNL's Center for English, Translation and Anglo-Portuguese Studies (CETAPS). 


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How to Cite

Sá, E. M. de. (2017). A conceptual blending analysis of a metaphorical advertisement: applications in elt. BELT - Brazilian English Language Teaching Journal, 8(2), 299–316. https://doi.org/10.15448/2178-3640.2017.2.28270