A Cognitive Semantic Study of Metaphoricity in Arabic Advertisements

Abstract

The role of metaphor in our language is huge. It plays a very important role, not only in literature, but also in education, media, and in our daily interaction. Metaphors are frequently used in advertising as a way to enhance the perceived value of a product or to make it seem more personal because they can create a specific brand image by combining a verbal phrase with a visual image to dramatize the effect. The present study is an attempt to analyze metaphor of Arabic advertisements from the standpoint of conceptual blending theory. The study assumes that such model is suitable to analyze advertisements due to the fact that such idiomatic expressions employed in these kinds of adverts can be explained in terms of conceptual blending theory. Under investigation, five metaphoric adverts were selected from Arabic media in order to be analyzed. The results have showed that previous theories of metaphor, like Interaction Theory and Conceptual Metaphor Theory, cannot totally interpret metaphoric advertisements. The study also assumes that different networks can be used in examining metaphoric advertisements. Conceptual blending theory is the best one that can provide a more complete clarification for metaphoric advertisements.