А good example of an altered idiom in commercial is following:

Comfort is in the eye of the beholder

This ad one for Focus contact lenses, which appeared in Marie Claire in March, 1997. The main part of the ad is taken up by a picture of a woman dressed in a white knitted polo jumper, cuddling a fluffy toy animal that might be a teddy bear. The headline above the picture is written in white against a green background and reads Comfort is in the eye of the beholder, a variant form of the idiomatic expression or proverb Beauty is in the eye of the beholder. As with the previous ad, the headline is ambiguous and may be interpreted both literally and metaphorically. Again, the fact that the idiom has been altered triggers the otherwise non-salient literal meaning, but perhaps not as strongly as in the previous ad, since Comfort is in the eye of the beholder may actually be understood in an entirely metaphorical sense, as opposed to Don't get your panty liners in a twist, where a literal interpretation is inevitably highlighted.

Let us start with the original idiom, which is partly motivated by the conceptual metaphor `feelings are objects' or in this case rather personal characteristics or abstract notions are objects. Being seen in terms of an object is what enables beauty to be located in different places, in this case in the eye of the beholder as opposed to in the face of a woman. Fittingly enough, contact lenses are also objects that are located in the eyes of some beholders, namely those with poor eyesight. The source domain objects is elaborated as a more specific space, which will be referred to as lenses, and it includes the simple scenario in which lenses are worn or placed in a person's eyes [22; 130]. In addition, we can identify two elaborations of the target domain feelings/ characteristics, where one may be labeled comfort and the other beauty. In the comfort space, there is the feeling of comfort, which exists in the opinion of the person experiencing the event, while in the beauty space; there is the characteristic of beauty, which exists in the opinion of the observer. In the altered idiom in the headline, all these spaces are activated simultaneously, and contribute to the understanding of what it means to use the Focus lenses. Not only will they improve a person's eyesight, they are also comfortable for the wearer and make her/him look good in the eyes of other people. Moreover, all three input spaces may be understood to be reflected in the image, in particular the comfort space, to which the warm jumper and cuddly toy belong, but perhaps also the beauty space, which in that case is reflected in the face of the woman, and possibly also the lenses space, if we assume that the woman in the ad is wearing them. However, they are also signaled in the text or slogan at the very bottom of the ad, which says “see better,” “feel better” and “look better,” and these are of course linked to the three different input spaces lenses, comfort, and beauty.

The altered idiom in the headline may also be seen as a comment on the image, which actually illustrates some examples of what comfort may involve, but at the same time asks what it really means for something to be comfortable. Is it wearing a warm jumper and cuddling a fluffy toy as the woman in the picture is doing, or is it something else? That is all up to the beholder, which of course carries a possible negative implication as far as the aim of the ad is concerned. Are the contact lenses really comfortable or is that also, metaphorically, in the eye of the beholder?

The role played by metaphor and conceptual blending in these creative examples shows that advertising language follows the same cognitive principles as everyday language, but many processes, which are normally unconscious and therefore largely go unnoticed may be highlighted and made more noticeable

Conclusion

Робота складається зі вступу, двох частин, висновків, резюме та списку використаної літератури.

Bibliography

1. BOLINGER, D.1975. Aspects of Language (2nd ed.; New York: Harcourt, Brace, Jovanovich).pp. 56-88

2. CHAFE, W.1976. "Givenness, Contrastiveness, Definiteness, Subjects, Topics, and Point of View," in Subject and Topic, ed. C. Li (New York: Academic Press), pp. 245-269.

3. FRY, V.1987. "A Juxtaposition of Two Abductions for Studying Communication and Culture," American Journal of Semiotics 5.1, pp. 81_94.

4. Lastovetska M. A. Variations in the English advertising discourse as a factor of its pragmatic influence; Dissertation Moscow 2005, pp. 30 - 58

5. GROSS, M.1985. "Sex Sells," Saturday Review July/August, pp. 50-55.

6. HALLIDAY, M. A. K.1967_1968."Notes on Transitivity and Theme in English," Journal of Linguistics 3,pp. 37_81, 199_244; 4, pp. 179_215.

7. HARRIS, A. C.1981. From Linguistic Theory to Meaning in Educational Practice. Unpublished dissertation. (Los Angeles: University of California at Los Angeles).

8. Maksimenko K. V. Pragmatic-stylistic aspects of the advertising discourse: on the basis of English and Russian commercial and technical advertisements Dissertation, Krasnodar, 2005, pp 12 - 46.

9. HARRIS, A. C.1986. "When Is a Symbol? A Semiotic Reinterpretation of Freudian Slips,"American Journal of Semiotics 4.1-2,pp. 129_149.

10. HEILBRONER, R.L.1985. "Advertising is Capitalist Realism," (Exerpts) Utne Reader April/May, pp. 76-83.

11. HYMES, D. H.1968. "The Ethnography of Speaking," Anthropology and Human Behavior (Washington, D.C.: Anthropology Society of Washington).

12. HYMES, D. H.1977. "Quantitative/Qualitative Methodologies in Education: A Linguistic Perspective," Anthropology and Education Quarterly 8, pp. 167-176.

13. LEECH, GEOFFREY.1966. English in Advertising: Linguistic Study of Advertising in Great Britain (London: Longmans). pp. 20 - 48

14. MEHRABIAN, A.1981. Silent Messages (2nd ed. Belmont, CA: Wadsworth).

15. PIKE, K.1975. "On Describing Languages," in The Scope of American Linguistics: Papers of the First Golden Anniversary Symposium of the Linguistic Society of America, ed. R.Austerlitz (Lisse: the Peter de Ridder Press), pp. 26-27. PELZ, J. 1981. "Theoretical Foundations of Semiotics," American Journal of Semiotics 1.1-2, pp. 15_45.

16. PELZ. J.1982. "Semiotic and Non_Semiotic Concepts of Meaning," American Journal of Semiotics 1.4,pp. 1_19.

17. BRФNE, G. AND K. FEYAERTS. In press. “Conceptual Integration as Discourse Supportive Strategy. Double Grounding in Headlines and Cartoons in Economic Texts.” Discourse and Economics. Eds.

18. ERREYGERS, G. AND G. JACOBS. Amsterdam: John Benjamins. Coulson, S. 2001. Semantic Leaps: Frame-Shifting and Conceptual Blending in Meaning Construction. New York and Cambridge: Cambridge University Press.

19. COULSON, S. AND T. OAKLEY. 2000. “Blending Basics.” Cognitive Linguistics pp. 11-3,4:pp. 175-196.

20. FAUCONNIER, G. AND M. TURNER. 1994. “Conceptual Projection and Middle Spaces.” UCSD Department of Cognitive Science Technical Report p. 401.

21. FAUCONNIER, G. AND M. TURNER. 1996. “Blending as a Central Process of Grammar.” Conceptual Structure, Discourse and Language I. Ed.

22. GOLDBERG, A. Stanford: Center for the Study of Language and Information pp. 113-130.

23. FAUCONNIER, G. AND M. TURNER. 1998. “Conceptual Integration Networks.” Cognitive Science 22-2:pp. 133-187.

24. FAUCONNIER, G. AND M. TURNER. 1999. “Metonymy and Conceptual Integration.” Metonymy in Language and Thought. Eds. K-U Panther and G. Radden. Amsterdam: John Benjamins pp. 77-90.

25. FAUCONNIER, G. AND M. TURNER. 2002. The Way We Think. Conceptual Blending and The Mind's Hidden Complexities. New York: Basic Books.

26. FAUCONNIER, G. AND M. TURNER. 2003. “Polysemy and Conceptual Blending.” Polysemy: Flexible Patterns of Meaning in Mind and Language. Eds. B. Nerlich, Z. Todd, V. Herman and D. D. Clarke. 79-94. Berlin and New York: de Gruyter.

27. FEYAERTS, K. AND G. BRФNE. 2002. “Humor Through `Double Grounding': Structural Interaction of Optimality Principles.” The Way We Think (= Odense Working Papers in Language and Communication, 23). Eds. A. Hougaard and S. N. Lund. Odense: Syddansk Universitets Trykkeri pp. 313-336.

Размещено на http://www.allbest.ru/