Fonte: Cuadernos de Turismo; No. 5 (2000): Enero - Junio; 19-34
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Resumo: The present article is a modest attempt at offering further examples supporting the Cognitive Theory of Metaphor and Metonymy. We will especially refer to the works of a few specialists (Barcelona, 1997, 2000 a, 2000 b, 2000 c; Kovecses and Radden, 1998; and Turner and Fauconnier, 1998) who have recently opened up new and interesting routes in CTMM research.
As other researchers have highlighted, the results of research in Cognitive Linguistics and particularly of research on metaphor and metonymy can be directly applicable to various disciplines (see Cameron and Low, 1999). The theory obtained from such research is highly useful for the teaching of English for Specific Purposes, in particular as regards research in the semantics of any given field. Just like any other type ofjargon, English for Tourism is a rather difficult discipline to master due to the amount and diversity of the vocabulary used. Tourist jargon comprises items from such varied disciplines as business, geography, art, marketing, etc. At the same time, it offers a good number of items that can be fully understood in terms of the CTMM. A few of these cases will be analysed in this paper as a first step for a future line of research which will focus on the irnportance for the application of the CTMM to the study of marketing, especially as regards the tourist industry.
