The Creative Use of Idioms in Advertising

This paper is concerned with the cognitive mechanisms that are involved in the creative exploitation of idiomatic expressions in advertisements.1 The idioms are found either in the headline or in the body copy of the ads and occur in two main patterns, which I will refer to as extended idioms and al...

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Bibliographic Details
Published inNordic Journal of English Studies Vol. 5; no. S1; pp. 71 - 98
Main Author Lundmark, Carita
Format Journal Article
LanguageEnglish
Published Umeå University and Nordic Association of English Studies 01.03.2006
Goeteborgs Universitet, Engelska Institutionen
Subjects
Advertising
Athletic shoe industry
United States
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Summary:This paper is concerned with the cognitive mechanisms that are involved in the creative exploitation of idiomatic expressions in advertisements.1 The idioms are found either in the headline or in the body copy of the ads and occur in two main patterns, which I will refer to as extended idioms and altered idioms, respectively.
Bibliography:ObjectType-Article-1
SourceType-Scholarly Journals-1
ObjectType-Feature-2
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ISSN:1654-6970
1502-7694
1654-6970
DOI:10.35360/njes.48