Publications

Publication details [#57685]

Koller, Veronica and Carl Jon Way Ng. 2013. Deliberate Conventional Metaphor in Images: The Case of Corporate Branding Discourse. Metaphor and Symbol 28 (3) : 131–147.

Publication type

Article in journal

Publication language

English

Keywords

addressee | business language | conventionality | image | metaphor

Place, Publisher

Routledge

Journal WWW

www.erlbaum.com/Journals/Electronic/electronic.htm

Annotation

This paper concentrates on the intentional use of conventional metaphor in images in examples of Singaporean corporate branding discourse. The conventionality rate probably influences how deliberate metaphor attains its main goal of changing addressees’ comprehension of a specific target.