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THE EMOTIONAL-PRAGMATIC FUNCTIONS OF CONCEPTUAL METAPHOR AND COLLOCATIONS IN TELEVISION ADVERTISEMENTS OF A RETAIL CHAIN
Abstract
The study analyzes television advertising discourse in Slovakia from the perspective of pragmalinguistics. The theoretical framework draws on and further advances previous research on advertising discourse. The advertisements are subjected to content analysis and narrative discourse analysis. The aim of these analyses is to reveal the occurrence and frequency of indirect nominations, which are strategically employed within advertising discourse. The advertising language plan includes functional collocations, which are grounded in conceptual metaphors. The authors of the advertisements engage in an ingenious play with the recipient, relying primarily on semantic shifts. Advertisement creators anticipate the onset of associations in the recipient, as this influences the memorability of the product. The language game in a short narrative relies on the opposition between the primary, assumed meaning of a word and its actual, intended meaning - that is, the secondary or additional meaning of an identical lexeme. The semantic shift causes the recipient to be surprised and amused, while the positive emotion that results reinforces the memory trace associated with the advertised product or retail chain. Ultimately, this process contributes to a certain type of persuasiveness.
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