Knjižnica Filozofskog fakulteta
Sveučilišta u Zagrebu
Faculty of Humanities and Social Sciences Institutional Repository

The Use of Metaphor and Metonymy in Advertising: The Case of Airline Advertisements


Downloads per month over past year

Burić, Eva. (2018). The Use of Metaphor and Metonymy in Advertising: The Case of Airline Advertisements. Diploma Thesis. Filozofski fakultet u Zagrebu, Department of English Language and Literature. [mentor Žic Fuchs, Milena].

PDF (English)
Download (784kB) | Preview


We often associate metaphor and metonymy with poems and literary works. This paper builds on the idea that metaphor and metonymy are not just a matter of language alone; in fact, the two concepts can be found everywhere around us. We conceptualise the world through metaphors, and, according to some linguists, they are embedded in our minds; however, this claim cannot be taken as completely true due to lack of evidence. Human beings categorise the world around them through their bodies, so to a certain extent we conceptualise the world in the same way. What differs is the cultural approach: human experiences are heavily influenced by our bodies, but the difference lies in the fact that our surroundings (i.e. our culture) also affect the way we perceive the world. Similar to that claim, metaphor and metonymy cannot be separated from the human mind: many theories suggest that they influence the way we think, and they are grounded in our experience. Again, the difference can be observed through cultures: some metaphors are culturally-specific, while others can be found in different cultures. It is often the case that metaphor and metonymy go hand in hand, which leaves us with the difficult task of separating and distinguishing them. Based on the claims that metaphors are embedded the human mind, this paper analyses the use of metaphor and metonymy in printed airline advertisements that appear in magazines. By applying the theoretical framework onto these examples, analyses are made to establish why such methods are used and to what extent. This paper will show that advertisements such as these are usually multimodal, i.e. both pictorial and textual elements must be taken into consideration when analysing the airline advertisements. In addition, it seems that these advertisements rely more on metonymy than on metaphor.

Item Type: Diploma Thesis
Uncontrolled Keywords: metaphor, metonymy, metaphorical meaning, airline advertisements
Subjects: English language and literature
Departments: Department of English Language and Literature
Supervisor: Žic Fuchs, Milena
Date Deposited: 11 Dec 2018 13:13
Last Modified: 11 Dec 2018 13:13

Actions (login required)

View Item View Item