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The study of metaphor dates back to the times of Aristotle when metaphor has mainly been the focal study point of literary scholars. The publication of Lakoff and Johnson’s book Metaphors We Live By (1980) challenged the traditional view on metaphor and completely changed its status. The scholars developed the Conceptual Metaphor Theory (CMT) within which they argue, “metaphor is not just a matter of language, but of thought and reason” (Lakoff, 1993: 208). Moreover, in 1996 the study of metaphor within cognitive ...

The present study focuses on the analysis of the types of intertextual techniques as used in printed advertisements. By means of the analytical, the discourse analytical and the descriptive research methods, the printed advertisements featuring the use of intertextuality have been selected and analysed as to the stylistic patterns used to create intertextuality. Intertextuality in printed advertisements is used to attract larger and / or specific audiences, to promote specific features or advantages of a particula...