METONYMY ENGINEERING IN GRAPHICS ADVERTISING

被引：1

作者：

Nunez-Cansado, Marian ^{[1
]}

机构：

[1] Univ Valladolid, Valladolid, Spain

来源：

VIVAT ACADEMIA | 2011年 / 116期

关键词：

Rhetoric; Creativity; Metonymy; Cognitive Psychology; Advertising;

D O I：

10.15178/va.2011.116.52-74

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

Cognitive Engineering of metonymy in display advertising is the result of an investigation in order to analyze the role of metonymy in cognitive advertising creativity. Metonymic process is analyzed as a key element in the creation of meaning and as an indispensable component in advertising strategies. Is used various theoretical methods such as: document analysis and logical- historical. The main results were: the level of rhetoric more representative of the ads is the grade 4. There is a very significant representation on the group. There is no announcement of metonymy rhetoric Level 1.

引用

页码：52 / 74

页数：23

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