Periódico: Gran Tour - Revista de Investigaciones Turísticas
Fonte: GRAN TOUR, REVISTA DE INVESTIGACIONES TURÍSTICAS; Núm. 12 (2015): Gran Tour, Revista de Investigaciones Turísticas - Nº 12 (Julio-Diciembre)
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Resumo: The present paper aims to check to what extent airline advertising messages are aware of the importance of conceptual contents. By means of a small corpus of airline adverts, both on and off line, the visual and linguistic aspects will be analyzed from a cognitive viewpoint. The very nature of the services advertised in the corpus seems to establish a connection with the way they are presented to the public, i.e. since they are services and not products as such, they may as well be represented by abstract concepts mapped onto concrete concepts, in the fashion of the cognitive metaphor theory. Both metaphors and metonymies will be found to be present in the print as well as in the images of the ads, although in different proportions and representing different concepts.
