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

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

Expanding the analytical framework

ORCID logo | Universidad Politécnica de Madrid (UPM)

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, 2006).

Nonetheless, Herrero-Ruiz (2019) 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.

Keywords: cognitive linguistics, metaphor, metonymy, printed ads, direct vs. delayed domain appearance
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
Published online: 11 October 2021
DOI logo
https://doi.org/10.1075/rcl.00086.her
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