By Stella Bullo (auth.)
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Extra info for Evaluation in Advertising Reception: A Socio-Cognitive and Linguistic Perspective
Fairclough points out that the recontextualisation of meanings is also a ‘transformation of meanings, through de-contextualisation – taking meanings out of their contexts – and recontextualising – putting meanings in new contexts’ (2003, p. 26). Furthermore, the interests, goals and values of the context in which this process takes place condition the outcome of the transformation (Wodak, 2006a). What is hinted at here is the fact that power interests may be at stake in the recontextualisation process.
These correspondences are known as mappings. To exemplify this, we can use examples of linguistic metaphors such as ‘it’s not worth my while’, ‘this should buy me some time’, ‘spend your time wisely’. These linguistic metaphors thus show how constituent elements of time help shape the way in which we understand the concept of time. Kövecses also discusses personification as a form of metaphor as human qualities are attributed to non-human entities. Examples of this are ‘the computer went dead’ or ‘life has cheated me’ (2002).
Other scholarly work on marketing and advertising seems to suggest that adapting a celebrated and well-known painting is a clever way of condensing and communicating a specific positioning strategy (Ries and Trout, 2001; Lury, 2004). An advert’s elaborate reference to an art heritage intends to position the product, the brand and its potential, and actual consumers as prestigious or cultured (MacRury, 2009). Furthermore, it aims to enrich the commodity with cultural associations and assign shared meanings and value systems to an otherwise inert artefact.
Evaluation in Advertising Reception: A Socio-Cognitive and Linguistic Perspective by Stella Bullo (auth.)