Title: Metaphor and persuasion in commercial advertising
Abstract: Commercial advertising is a persuasive genre which makes extensive use of metaphor as a
strategy for engaging with potential consumers and attracting their attention to the product.
Metaphor plays a crucial role in the persuasive function of this genre by appealing to the
emotions and evaluative judgements of the potential buyer and by supporting claims about
the positive properties of the product, often by means of creative strategies (Semino 2008:
168-75). This introductory section addresses, first, the nature of commercial advertising as
a genre and, second, the persuasive function of metaphor in commercial advertising.
Publication Year: 2016
Publication Date: 2016-11-28
Language: en
Type: article
Access and Citation
Cited By Count: 5
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