Orange the Egyptian Telecom Ad during Covid - 19 Lockdown: A Conceptual Metaphor Analysis | ||
| CDELT Occasional Papers in the Development of English Education | ||
| Article 4, Volume 81, Issue 1, January 2023, Pages 97-108 PDF (773.54 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/opde.2023.298825 | ||
| Author | ||
| Dina Ibrahim Ahmed Ragab | ||
| Instructor in the English Department German University in Cairo (GUC) | ||
| Abstract | ||
| Telecom companies attempt to create inventive ads during the Coronavirus pandemic and the lockdown crisis. People suffer from psychological distress. They need help to shift from anxiety and boredom to relaxation and fun. Advertisers use many sophisticated techniques to construct their discourse. The metaphor is the most important tool in advertising when it comes to verbal strategies. Previous research concentrated on ads with respect to persuasion, yet the blend between the cognitive field and the advertising discourse is still under investigation. The aim of this research is to explore the conceptual metaphors in Orange Egypt Ad with reference to Lakoff and Johnson’s Conceptual Metaphor Theory(CMT). The research questions investigate the CMs used and the corresponding themes. There are nine ontological metaphors, three metonymies, and three orientational metaphors. There are references to multimodal metaphors. The themes encompassed are psychological and social support, in addition to the theme of dynamism. | ||
| Keywords | ||
| conceptual & visual metaphors; advertising discourse | ||
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