A linguistic analysis of the dominant axiological values in Moroccan drink brand names
Ficheros
Identificadores
Compartir
Metadatos
Mostrar el registro completo del ítemFecha
2023-06-15Resumen
Brand designers often consciously or unconsciously make use of cognitive operations to convey positive values to brand names.
This paper aims to look into the most prominent axiological values in Moroccan drink brand names and how they are
introduced through cognitive operations such as comparison metaphors, correlation metaphors, domain expansion, domain
reduction and metonymic chains. In addition, we will show the verbal or visual modes in which they are manifested. To this
end, we have selected a corpus of sample brands taken from the Office Marocain de la Propriété Industrielle et Commerciale
(OMPIC). This work has been structured according to the Cognitive Theory of Metaphor and Metonymy (Lakoff & Johnson
1980, 1999; Ruiz de Mendoza & Pérez, 2011) and extended to axiological semantics (Krzeszowski 1997, 2004) and to specialized
discourse (Felices Lago, 1996a, 1999, 2002; Koller, 2009, among others). With this study we will give an account of the cognitive
means used to den...
Palabra/s clave
lingüistica
lenguajes especializados