Primary metaphors in advertising: An analysis of tangible vs. intangible products printed advertisements

Abstract

Primary metaphors are focal points for the present-day global advertising industry (Ortiz, 2010, 2011; Pérez-Hernández, 2013a, 2013b, 2014, 2019; Pérez-Sobrino, 2017). Nevertheless, there is little research on how they operate in relation to the nature of different products/services. This paper aims to provide (1) insights into the pervasiveness and functioning of primary metaphors in printed advertisements; and (2) a thorough analysis on their productivity in relation to the nature (material vs. immaterial) of the target product. The analysis of a corpus of 300 printed ads reveals that primary metaphors largely outnumber resemblance metaphors in the advertisements under scrutiny. It provides a detailed inventory of the source and target domains involved, and a description of the interaction patterns between primary metaphors and the product/service. The analysis of the data unveils a higher frequency of occurrence of primary metaphor mappings in relation to tangible products and elucidates reasons for this attested trend.

Keywords

• advertising
• primary metaphors
• tangible products
• intangible products
• image schemas