Advertising slogans about education in the light of the cognitive metaphor

Abstract

The article examines slogans about advertising education and educational products from the perspective of the cognitive theory of metaphor by George Lakoff and Mark Johnson. Over 20 advertising titles and slogans have been studied and evaluated in terms of expressed cognitive metaphors. The aim has been to check whether cognitive metaphors, which are the product of human physical and cultural experience, have the potential to become a primary tool for compiling adequate and influential advertising slogans in the field of education.

Keywords

• cognitive metaphor
• advertising
• education
• slogan