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Blending metaphors and arguments in advertising

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Abstract

The present chapter aims at outlining a framework of analysis that allows us toidentify the central factors of advertising messages, in particular the argumentsthat addressers want to provide to addressees in order to convince them aboutthe worth of the advertised product. Through the analysis of successful ads, wewill try to understand how visual manifestations of metaphor and hyperbole areeffective in the argumentation taking place in advertising discourse. A threestepanalysis will help us in going deeper into how ads are structured and work.

References

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