@article{jbp:/content/journals/10.1075/msw.4.2.03roj, author = "Rojas-Sosa, Deyanira", title = "Traditional and not so traditional metaphors of love in Spanish: A way to spread and create ideologies about romance and gender on the Internet", journal= "Metaphor and the Social World", year = "2014", volume = "4", number = "2", pages = "199-224", doi = "https://doi.org/10.1075/msw.4.2.03roj", url = "https://www.jbe-platform.com/content/journals/10.1075/msw.4.2.03roj", publisher = "John Benjamins", issn = "2210-4070", type = "Journal Article", keywords = "love metaphors", keywords = "Spanish", keywords = "online personal ads", keywords = "Critical Metaphor Analysis.", keywords = "heterosexuals", abstract = "Metaphors about love in online dating advertisements might seem to be an easy and inconsequential way to express people’s romantic expectations. Using Critical Metaphor Analysis methodology, this paper takes a closer look at a sample of love metaphors used by Spanish-speaking heterosexual ad posters, to show how they use the metaphors to create a discourse of traditional romance in a modern medium, the online dating world. These metaphors are powerful tools for conveying traditional ideologies about romance and relationships. Additionally, they provide ad posters with a useful rhetorical tool for portraying themselves as ideal romantic partners, ‘regular’ and/or ‘normal’ heterosexuals, who play according to the regulatory norms of their gender, allowing them to ‘sell’ themselves as better candidates for romance.", }