Publications
Publication details [#13282]
Olehnovica, Ilze, Zaiga Ikere and Solveiga Liepa. 2016. The interplay of literal and metaphorical meanings in printed advertisements . Procedia - Social and Behavioral Sciences 231 : 25–31. 7 pp. 
Publication type
Article in journal
Publication language
English
Keywords
Place, Publisher
Amsterdam: Elsevier
Abstract
The study deals with the interplay of literal and metaphoric meaning in printed advertisements. Advertisements usually contain both literal and metaphorical language aiming at creating images. It is claimed that due to this interaction between the literal and the metaphorical the viewer of the advertisement is able to grasp the semantics of the advertisements.