The critical discourse analysis approach to the study of metaphor in marketing

Bc. Alexandra Gábrišová

ŠVOČ

The critical discourse analysis approach to the study of metaphor in marketing

Bc. Alexandra Gábrišová

Published: 30 Nov 2021
Updated: 1 Dec 2021
1 min read
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Abstract

The goal of this paper is a critical discourse analysis of metaphor use in four examples of marketing. Textual and stylistic elements directly in names, taglines, and slogans, as well as discourse, visual metaphors, and advertisements will be important. At the end of the paper there will be a summary of strengths and a final discussion of how to best use metaphors in marketing.

Metaphors
marketing
critical discourse analysis
advertising

Author: Bc. Alexandra Gábrišová Student scientific academic and artistic activity (ŠVOČ)

ŠVOČ offers students of higher education institutions the opportunity to produce scholarly papers on topics related to their field of study. The paper was included among the winning and best works in the individual sections of the Student Scientific, Professional and Artistic Activity competition (ŠVOUČ) for 2021 at the Faculty of Arts of the Konstantin Philosopher University in Nitra.

All awarded works for 2021 can be found here: https://www.prohuman.sk/category/typ-prispevku/the-best-of-svoc-2021

Contact information

Filozofická fakulta Univerzita Konštantína Filozofa v Nitre Štefánikova 67, 949 01 Nitra https://www.ff.ukf.sk

Abstract

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