The Perlocutionary Act of Advertising Slogans

DOI

10.2991/emim-16.2016.18How to use a DOI?

Keywords

Advertising slogans; Conceptual metaphor;The perlocutionary act

Abstract

Advertising slogans are short and impressive clauses constantly used by companies or enterprises to establish the good image or characteristics of their products with the aim of influencing or persuading a large audience of potential consumers to purchase the advertised products and /or services via mass media. The construal of advertising slogans inevitably involves cognitive efforts and it is feasible to analyze them by means of metaphor since it is regarded as a cognitive tool. Therefore, the article attempts to explore the perlocutionary act of advertising slogans by resorting to conceptual metaphor and the conclusion that conceptual metaphor facilitates the perlocutionary act of advertising slogans is arrived at.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Dongyan Li
AU  - Qingfeng Guo
PY  - 2016/04
DA  - 2016/04
TI  - The Perlocutionary Act of Advertising Slogans
BT  - Proceedings of the 6th International Conference on Electronic, Mechanical, Information and Management Society
PB  - Atlantis Press
SP  - 71
EP  - 74
SN  - 2352-538X
UR  - https://doi.org/10.2991/emim-16.2016.18
DO  - 10.2991/emim-16.2016.18
ID  - Li2016/04
ER  -