1887
Multimodality and Cognitive Linguistics
  • ISSN 1877-9751
  • E-ISSN: 1877-976X
USD
Buy:$35.00 + Taxes

Abstract

Increasingly global markets impose strains on the branding industry for the design of trademarks with a worldwide appeal. This paper explores the potential benefits of the exploitation of embodied schemata for this purpose. A corpus of international automobile brands is analyzed in search of the image schemas at work in the conceptualization of different car categories (i.e. minis, family cars, sports cars, and off-road 4 × 4s). Our findings evince that, together with other well-known strategies (i.e. sound symbolism), multimodal image schemas can be added to the inventory of branding tools which help to imbue brands with a globally comprehensible semantics. In the context of branding, it is also attested that the structure of the general schemas is fleshed out through their interaction with the most salient attributes of the target product/service named by a particular brand, rather than in relation to other contextual or cultural facts.

Loading

Article metrics loading...

/content/journals/10.1075/rcl.11.2.05per
2013-01-01
2019-08-18
Loading full text...

Full text loading...

References

http://instance.metastore.ingenta.com/content/journals/10.1075/rcl.11.2.05per
Loading
  • Article Type: Research Article
Keyword(s): branding , Cognitive Linguistics , image schemas , metaphor and metonymy
This is a required field
Please enter a valid email address
Approval was successful
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error