Metaphorical Perceptions of Preservice Social Studies Teachers About the Communication Skills

The study aimed to determine the perceptions of preservice social studies teachers about communication; metaphors were employed to determine communication skill perceptions. In the study, a qualitative research method known as phenomenology design was employed. The study group included 127 preservice social studies teachers in various classes. In the study, metaphoric perceptions form was used to collect the data. The collected data were analysed with content analysis. The study findings demonstrated that preservice social studies teachers produced 36 valid metaphors in 7 different conceptual categories (a requirement, a nonverbal code system, a mutual process, a positive connotation, a unifying element, a dynamic phenomenon, communication as a method to reflect ideas). The total metaphor count and metaphor frequencies revealed that the highest number of metaphors was produced in the communications as a requirement category. The most repeated metaphor in this category was the requirement of water to sustain life. In this category, concepts such as blood, breathing, and oxygen, which are important for human life, were expressed as metaphors that represented communication skills.

Axiological Potential of Metaphors in Modern English Drama

The article is devoted to axiological marking of speech metaphors in English stylized communication within drama discourse. Modern drama discourse, being the discursive space of its own status, unites the characteristics of belle-lettres discourse and colloquial speech, due to which the traditional linguistic markers of fiction obtain new meanings. While embedding into the context of stylized communication, metaphors significantly extend their functional paradigm, the centre of which is now taken by axiological function with expressive and emotive actualization. The article is aimed at systematization and linguistic interpretation of speech metaphors in English-language drama with the purpose of adequate determination of their evaluative potential and their role in linguistic representation of linguocultural axiosphere. The axiological nature of metaphors as their leading characteristic in the English-language drama has not previously been the subject of a separate linguistic study. The empirical base of the research includes 200 metaphors and metaphorical complexes recorded in modern English-language plays; the method of complex linguoaxiological interpretation was employed as the main one. In the course of the study, the boundaries of structural variation of axiological metaphors in the English-language drama discourse were determined and their leading patterns were identified, such as one-component metaphorical nominations, multi-component metaphorical nominations and metaphorical complexes. Besides, the types of thematic transfers of speech metaphors were determined, with attention being paid to the implementation of their evaluative function in the utterance. The defined system of evaluative objects within metaphorical evaluative statements allowed to identify the components of English linguocultural axiosphere which are conceptualized in drama with the help of various structural and thematic metaphorical types, namely 'family', 'intellect', 'truth'. Each of these axiological dominants acts as a value guideline in the English-language linguoculture being linguistically marked by a certain set of metaphors fulfilling their interdiscoursive evaluative potential

Exploring Communication Metaphors in Preventive Products: A Critical Discourse Analysis on the Portrayal Trends of Condom Advertisements

Among preventive products, communication of condom usage through diverse advertisements have always occupied the centre stage targeting male audience majorly. The critical observation at the communication trends of these advertisement put forward, the portrayal of condom advertisements have undergone significant changes in the last one decade with the globalization and feminist movements being stronger than before. According to the report “Condom Market”, U.S. demand for condoms is expected to reach USD 1,563.95 million in 2020, growing at a CAGR of 3.5% between 2015 and 2020. A Few studies have tried to gain insight on changing trends and its relation with changing outlook among individuals. The research focusses on the critical analysis of the changing discourses in condom advertisements and understanding its effectiveness with respect to today’s evolved audience. The purpose is to identify whether the condom advertisements have been dynamic enough to capture the changing mind-set of the consumer and measure the extent of impact. For study implementation, quantitative methods are used to explore important parameters from condom communication research and evaluate the changing discourses of condom advertisements in the last one decade. The five parameters that this paper would undertake are: Preparatory behavior (sexual cues); Portrayal of gender; Textual discourses; Visual discourses and Target Audience. The study showed which parameters have undergone change over the last one decade and which have remain constant. Comprehensive study will lead to advertisers in finding feature-efficient way of telling buyers what is for sale. Medical practitioners and health researchers will be benefitted in persuading people with meaningful communication of the preventive products

La construcción del espacio turístico a través de la fraseología metafórica

This article explores the metaphorical strategies conveyed by phraseological units in a subsection of the Linguaturismo corpus (Calvi 2011). Through a quali-quantative analysis, metaphorical phraseological units related to space were identified and classified, with a view to identifying the persuasive strategies necessary to create the image of the tourist destination in the reader/traveler's mind.The analysis followed a three-step methodology: a) semi-automatic elaboration of a list of potentially metaphorical N-grams; b) identification of phraseological patterns in the N-grams according to syntactic criteria (Corpas Pastor 1996); c) classification of metaphorical phraseological units based on the conceptual domain of space used as source domain, as target domain, and as both source and target domains (Lakoff/Johnson 1980).Results show that space metaphors in tourist texts rely on conventional linguistic patterns typical of general language. However, on a conceptual level, they display a functional specialisation as persuasive devices; by placing the readers/tourists at the centre of the communication, metaphors contribute to enhancing their sensorial perception, thus inviting them to visit a destination, buy a tourist service, or do a tourist experience.