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Article published In: Review of Cognitive Linguistics
Vol. 19:2 (2021) ► pp.299–331

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Interpretations based on delayed-domain (dis)appearance in printed advertising

Expanding the analytical framework

ORCiD logo with link | Universidad Politécnica de Madrid (UPM)
Published online: 11 October 2021
DOI logo with link
https://doi.org/10.1075/rcl.00086.her
Abstract
In the Cognitive Linguistics literature, the way viewers understand printed ads whose interpretation is based on metaphors and/or metonymies is conditioned by the principle whereby the source and target domains are called upon by the linguistic expression at roughly the same time (cf. Gibbs, R. W. (2006). Metaphor interpretation as embodied simulation. Mind and Language, 21(3), 434–458. Google Scholar logo with link to Google Scholar).
Nonetheless, (2019). Metaphor and metonymy in jokes: Evidence from Cognitive Linguistics and frame-shifting theory. Revista Española de Lingüística Aplicada/Spanish Journal of Applied Linguistics, 32(2), 650–684. Google Scholar logo with link to Google Scholar has shown how certain contextual effects are generated when one of the metaphoric/metonymic domains appears at a later stage in the interpretation process (direct vs. delayed domain appearance). In this paper, we shall describe various analytical patterns grounded in this new perspective as well as the specific interpretive routes that they imply. In doing so, we offer an alternative to the existing approaches that try to account for the possible interpretations printed ads based on metaphors and/or metonymies may elicit.
Article outline
  • 1.Introduction
    • 1.1The corpus
  • 2.Analysis
    • 2.1Direct domain appearance
    • 2.2Delayed domain (dis)appearance
      • 2.2.1Shifts from non-metaphoric/metonymic to metaphoric/metonymic interpretations
      • 2.2.2Shifts from a metaphoric/metonymic to a different metaphoric/metonymic interpretation
      • 2.2.3Demetaphorization and gradual linkage of domains
  • 3.Conclusion. Thinking the other way round
  • Acknowledgements
  • Notes
  • References
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