scholarly journals On Application of Metonymy in Advertisements

2019 ◽  
Vol 3 (2) ◽  
pp. 127
Author(s):  
Jing Sun ◽  
Yuewu Lin
Keyword(s):  
Cognitive Model ◽  
Cultural Background ◽  
Cognitive Models ◽  
Human Beings ◽  
Target Domain ◽  
Source Domain ◽  
Final Destination ◽  
The Media ◽  
Abstract Ideas

<em>Metonymy, as a thinking way, on the basis of contiguity, uses one object to replace another object to activate the association for them in the same Idealized Cognitive Model (ICM). In other words, metonymy stresses on the mentally transformed process from the source domain to the target domain in the same Idealized Cognitive Model (ICM). Idealized cognitive models are those structures which help conceptualizing some certain entities, events and even abstract ideas in his mind in a specific cultural background. There are some main characteristics of idealized cognitive models. The most principal and prime point is that ICMs are idealized and cultural-based. What’s more important, ICMs are embodied because of the interaction between human beings and the outside world. Last but not least, ICMs are a kind of complex gestalt structure due to the compositions of many cognitive models. Later, as the media and Internet have developed dramatically, the merchants want to use a brief way to promote their products so that there appears the advertisement. Gradually, the advertisement gets into our life and then it is a part of our life. The characteristics of advertisement are brief and clear to attract most of the consumers. It is universally known that there is an AIDA principle in advertisements. “A” means attention. “I’ is interesting. “D” shows desire. “A” refers to action. In the end, not only can we draw the conclusions that the application of metonymy in advertisement can help highlight the features of advertisements so that it makes the advertisement more vivid and interesting, but also that the advertisements containing metonymy can give the customers great impressions as well as they can attach to the final destination to help the boss sell more products.</em>

Red-hot faces and burnt hearts

2021 ◽  
Vol 19 (2) ◽  
pp. 482-516
Author(s):  
Sérgio N. Menete ◽  
Guiying Jiang
Keyword(s):  
Heat Source ◽  
Conceptual Structure ◽  
Two Dimensions ◽  
Human Beings ◽  
Target Domain ◽  
Bodily Experience ◽  
Source Domain ◽  
African Languages

Abstract People from different languages draw from the knowledge they have from the domain of heat (source domain) and apply it to the domain of anger (target domain) through metaphor. This was also found to be the case with Amharic and Changana. Our study investigates how anger is metaphorically conceptualized in these two languages. Many similarities were found even though variations do exist cross-linguistically. It is suggested that the similarities between these languages in conceptualizing anger lie in the fact that human beings share the same bodily experience: (physiology) embodiment, even though variations may arise due to the differences in cultural embodiment (race, values and geographical localization, etc). The study seeks to demonstrate how these two dimensions contribute to the overall conceptual structure of anger is heat metaphor in these two (unrelated) African languages.

The Nature of Metaphor

2021 ◽  
pp. 33-46
Author(s):  
Abraham Fuks
Keyword(s):  
Figurative Language ◽  
Written Language ◽  
Abstract Concept ◽  
Target Domain ◽  
Source Domain ◽  
The Public ◽  
Daily Interactions ◽  
Abstract Ideas ◽  
Concrete Domains ◽  
Medical Writings

Metaphors are ubiquitous features of spoken and written language that permit us to experience one thing in terms of another. “Seeing is believing” helps us understand the abstract concept of belief in terms of the concrete sense of sight. Derived from two Greek words that mean “to transfer,” metaphors transfer certain attributes from the source domain, in our example, Seeing to the target domain of Believing. The chapter explores how metaphors have cognitive properties and allow us to learn new things and to express abstract ideas and complex relations. Metaphors are a powerful trope of figurative language and commonly appear in both formal medical writings and the informal daily interactions of doctors, patients, and the public more generally. The chapter describes how metaphors connect abstract and concrete domains and offers an array of examples that helps us decipher how metaphors originate from human experiences and how they evolve. It explores how metaphors frame perceptions and shape reality and their potency in the language of the clinic.

scholarly journals A Cognitive-Semantic Study of Conceptual Metaphors in English News Reports

2021 ◽  
Vol 7 (1) ◽  
pp. 12
Author(s):  
Hoshang Farooq Jawad ◽  
Aram Kamil Noori
Keyword(s):  
Life Experiences ◽  
Conceptual Metaphor ◽  
Human Beings ◽  
Target Domain ◽  
Conceptual Metaphors ◽  
Political Issues ◽  
Source Domain ◽  
Political News ◽  
News Reports ◽  
Conversational Language

This study explores how the development of the conceptual metaphor theory opened new horizons into the way language can be manipulated in the portrayal of the world and our immediate and distant environment of which news, including political news are part. Moreover, political news is the most pervasive type we continually come into contact in our daily communication.  Conceptual metaphor is a relation between two conceptual domains, namely, source domain which is concrete, and target domain which is abstract. For example, ARGUMENT IS WAR. We conceptualize and understand "ARGUMENT", the target domain, in terms of "WAR", and the source domain via a process called "mapping". The goal of the study is to carry out a cognitive analysis of conceptual metaphors used in political news reports and how reports of the two newspapers construe political issues reflected in their reports. Accordingly, the study aims to provide answers to such questions as:  How common are conceptual metaphors in English news reports of the online political register?  What types of conceptual metaphors are used in news reports in English newspapers?  How conceptual metaphors are experimentally based to human beings' life experiences? Based upon these research questions, it is hypothesized that Conceptual metaphors are argued to be as common in the news reports of the political register as they are in daily conversational language. Some types of conceptual metaphors are argued to be more common than others in the register in question. Moreover, all the conceptual metaphors are argued to have experiential bases which are related to our life experiences. Index Terms— conceptual metaphor, source domain, target domain, invariance principle, news reports.

scholarly journals THE COMPARISON BETWEEN METAPHORS USED IN POLITICAL NEWS IN THE JAKARTA POST AND THE NEW YORK TIMES ONLINE

2019 ◽  
Vol 8 (4) ◽  
Author(s):  
Riskia Sitti Velini ◽  
Hermawati Syarif
Keyword(s):  
New York ◽  
New York Times ◽  
Cultural Background ◽  
Writing Style ◽  
Target Domain ◽  
Dominant Type ◽  
The New York Times ◽  
Source Domain ◽  
Political News ◽  
Qualitative Descriptive

This study analyzed the differences and the similarities between metaphors found in political news in The Jakarta Post and The New York Times online. Kovecses (2010) theory about conceptual metaphor is used to analyze the data. The concept of metaphor is elaborated into source domain and target domain. The type of this research is qualitative descriptive. After analyzing 40 political news in The Jakarta Post and The New York Times, it was found that there are 61 metaphors in the The New York Times and 16 metaphors in The Jakarta Post. The result of this study shows that politics is the most dominant type of target domain in the metaphors found in both newspapers. However, the most dominant type of source domain is different. In The New York Times, it is found that the most dominant type of source domain is movement and direction. Meanwhile in The Jakarta Post, the most dominant type of source domain is machines and tools. The differences occur because the writers of both NYT and TJP have different cultural background and writing style.

scholarly journals The Container Image Schema as the Conceptual Basis of English Adjectives’ Semantics

2020 ◽  
Vol 6 (1) ◽  
pp. 8-17
Author(s):  
Marina Antonova
Keyword(s):  
Cognitive Model ◽  
Cognitive Models ◽  
Research Needs ◽  
Conceptual Basis ◽  
Human Beings ◽  
Novel Approach ◽  
Image Schema ◽  
The Moment

This paper focuses on the cognitive foundation of the semantics of English adjectives that denote mental and moral characteristics of human beings. Research into these adjectives seems a challenging task because they denote abstract qualities that cannot be perceived through vision, hearing, or touch; and here a question arises: How are abstract qualities interpreted in English encoded through adjectives? To answer it, this study follows the idea of two-level semantics, i.e. word semantics is treated as a two-level phenomenon that comprises the semantic (external) level and the conceptual (deep) one. This study is the first to address adjectival semantics from this perspective. Here a novel approach to revealing the cognitive foundation of adjectives is introduced: given that adjectives originated from old syncretic items and a word cognitive model forms at the moment of word creation, cognitive models underlying adjectives' semantics are unearthed via analysis of their etymological data. Our contribution is two-fold. First, the approach has revealed that the image schema CONTAINER guides semantics of an array of various adjectives independent of their morphemic structure or date of origin. The examples demonstrate that abstract human qualities are interpreted via the following container features: boundary, container substance, size, hardness/softness of a container shell, etc. The semantics of affixed or compound adjectives appear to stem from the integration of concepts represented by an affix and a root or two roots, respectively. Second, the findings show that the value given to every container feature appears to predetermine the evaluation conveyed by an adjective. Container features tend to possess ambivalent value, realizing the positive or negative one due to the interaction with a frame in which the CONTAINER is incorporated, therefore the same polysemantic adjective may develop both positive and negative meanings. To reveal the whole inventory of cognitive models that govern adjectival semantics in English, further research needs to be conducted.  

scholarly journals DEMOCRACY AND EDUCATION ISLAM

Ta dib ◽  
2016 ◽  
Vol 20 (2) ◽  
pp. 279
Author(s):  
Ulfa Masamah
Keyword(s):  
Learning Process ◽  
Human Life ◽  
Islamic Education ◽  
Educational Goals ◽  
Human Beings ◽  
Final Destination ◽  
Teachers And Students ◽  
The Media ◽  
Democracy And Education ◽  
Teaching Learning

<p><em>Education is one of the media that is Able to help develop the potential of all human beings. Over time the implementation of many educational experience problems when the role of education has a significant influence on improving the quality of human life. Islamic education as an agent of social change should be Able to hit the problem that move dynamically and proactively to the advancement and improvement of Muslims. Das sollen, the purpose of education in Islam as the process of formation of human beings to conform with the nature of existence. Therefore, we need an alternative thinking in an effort to minimize the various educational failure. Democratization of education Considered as a solution capable of Islamic education in creating a humanist. Education that does not justify the existence of intimidation, repression and restrictions on the creativity of teachers and students can be Realized with the Efforts to create a democracy marked by education teaching-learning process that is open and full of healthy and responsible dialogue between teacher and pupil. Humanist atmosphere in education will deliver the achievement of educational goals of Islam. Islamic education is basically the Democratization of space, the which is where the education is directed at a dialogical space. Moreover, the ultimate goal of Islamic education directs its final destination on the behavior and attitude changes, the quality and variety of aspects that promote humanism space. Islamic education should be oriented to instill democratic values in the learning process, such as openness, mutual respect, sympathy, empathy, solidarity, and their understanding of pluralism in a pluralistic life.</em></p>

scholarly journals Realization of “Food as a Source of danger” Cognitive Model in the Russian Media Discourse

2020 ◽  
pp. 53-60
Author(s):  
Viacheslav D. Shevchenko ◽  
Piotr Mamet
Keyword(s):  
Discourse Analysis ◽  
Cognitive Model ◽  
Cognitive Models ◽  
Media Discourse ◽  
Negative Consequences ◽  
Text Linguistics ◽  
Russian Media ◽  
The Media ◽  
Food And Drink ◽  
Pragmatic Aspects

The present paper is devoted to analysis of cognitive and pragmatic aspects of food representation in the media discourse as well as peculiarities of language means of such representation. The paper investigates the language means used for realization of the “Food as a Source of danger” cognitive model in the Russian media discourse. The paper also studies connection between cognitive models’ realization and the journalists’ pragmatic goals aimed at negative representation of food in the media discourse. The study also analyzed the cognitive models’ dominant components. The authors come to a conclusion that foregrounding such components as participants, food and drink, characteristics of the object (food), action, consequences and others is determined by journalists’ pragmatic goals aimed at drawing attention to particular dishes or preventing the negative consequences of eating. Filling the components of the cognitive model with particular contents by means of the language units results in fulfilling the journalist’s pragmatic goal. The paper makes a contribution into such branches of linguistics as cognitive semantics, pragmatics, media-linguistics, theory of text and discourse. The results of the undertaken research can be used for analyzing realization of cognitive models in other types of discourse as well as in theoretical courses on text linguistics, discourse analysis, media-linguistics.

scholarly journals MODELS OF INTERPRETATION OF THE EVENT IN THE DISCOURSE OF THE RUSSIAN PRESS

2018 ◽  
pp. 176-182
Author(s):  
S. V. Ineshina
Keyword(s):  
Cognitive Model ◽  
Cognitive Models ◽  
Media Discourse ◽  
Communicative Intention ◽  
Number Of Factors ◽  
Starting Point ◽  
Different Types ◽  
Wide Resonance ◽  
Russian Media ◽  
The Media

The article considers the mechanism of interpretation of reality in the Russian media discourse through the prism of the event – a key  category of journalistic text. From the position of the theory of  variational interpretation of the text, the event appears as a "verbal  construct", which is represented in the media by a certain number  (n-number) of interpretative-cognitive models, each of which is  constructed by n-number of semantic versions – variants of the  author's interpretation of reality. The created model is determined by a number of factors: information expectations of the addressee,  communicative intention of the author, specificity of media and  socio-political contexts. In this case, the nature of the event  (catastrophe event or provocation event) is the starting point for the  development of the vector of author's interpretation, setting  markers on the basis of which an interpretation field of a  monocentric or polycentric type is formed. The first type is  represented by one interpretation-cognitive model that dominates  the discourse of the Russian press; the second type of field includes  a certain (more than two) number of interpretative-cognitive models. The mechanism for interpreting events of different types is  examined on specific examples that have received wide resonance in  Russian media, e.g. the catastrophe event "The accident with the  Bulgaria ship "produces a monocentric type of the interpretation field; the provocation event "The action of the punk group "Pussy  Riot" in the Cathedral of Christ the Savior" forms a polycentric interpretation field.

The Concept of Animals in Balinese Proverbs

2017 ◽  
Vol 3 (1) ◽  
pp. 87
Author(s):  
I Wayan Budiarta ◽  
Ni Wayan Kasni
Keyword(s):  
Short Story ◽  
Cognitive Processes ◽  
Qualitative Data ◽  
Syntactic Structure ◽  
The Body ◽  
Biological Characteristic ◽  
Speech Community ◽  
Target Domain ◽  
Source Domain ◽  
Mapping Process

This research is aimed to figure out the syntactic structure of Balinese proverbs, the relation of meaning between the name of the animals and the meaning of the proverbs, and how the meanings are constructed in logical dimension. This research belongs to a qualitative as the data of this research are qualitative data which taken from a book entitled Basita Paribahasa written by Simpen (1993) and a book of Balinese short story written by Sewamara (1977). The analysis shows that the use of concept of animals in Balinese proverbs reveal similar characteristics, whether their form, their nature, and their condition. Moreover, the cognitive processes which happen in resulting the proverb is by conceptualizing the experience which is felt by the body, the nature, and the characteristic which owned by the target with the purpose of describing event or experience by the speech community of Balinese. Analogically, the similarity of characteristic in the form of shape of source domain can be proved visually, while the characteristic of the nature and the condition can be proved through bodily and empirical experiences. Ecolinguistics parameters are used to construct of Balinese proverbs which happen due to cross mapping process. It is caused by the presence of close characteristic or biological characteristic which is owned by the source domain and target domain, especially between Balinese with animal which then are verbally recorded and further patterned in ideological, biological, and sociological dimensions.

Agent Mediated Code Comprehension: A Cognitive Challenge

2019 ◽  
Vol 11 (2) ◽  
Author(s):  
Ram Gopal Gupta ◽  
Bireshwar Dass Mazumdar ◽  
Kuldeep Yadav
Keyword(s):  
Information Systems ◽  
Software Design ◽  
Business Processes ◽  
Software Agents ◽  
Cognitive Model ◽  
Cognitive Models ◽  
Software Market ◽  
Computing Paradigm ◽  
Cognitive Challenge ◽  
Software Code

The rapidly changing needs and opportunities of today’s global software market require unprecedented levels of code comprehension to integrate diverse information systems to share knowledge and collaborate among organizations. The combination of code comprehension with software agents not only provides a promising computing paradigm for efficient agent mediated code comprehension service for selection and integration of inter-organizational business processes but this combination also raises certain cognitive issues that need to be addressed. We will review some of the key cognitive models and theories of code comprehension that have emerged in software code comprehension. This paper will propose a cognitive model which will bring forth cognitive challenges, if handled properly by the organization would help in leveraging software design and dependencies.

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