Examining the metonymic relationbetween a brand name and a product:A case study of Moroccan cosmeticbrand names
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2022-12-13Resumen
Abstract. This paper takes a cognitive perspective on the semantics of Moroccan brandnames and analyses the role of metonymy in a corpus-based analysis of cosmeticbrand names. More particularly, we aim a) to shed light on the metonymiccognitive operations in these names (domain expansion and domain reductionmetonymies together with metonymic chains), b) to determine the occurrencefrequency of metonymy in comparison to metaphor, c) to reveal the modes(monomodal, multimodal) in which the brand names are manifested, and d) toexamine if there is any connection between the type of cosmetics and themetonymic operations cued. The paper yields some significant findings, the mostsalient feature of which is the low occurrence frequency of reduction metonymythat is largely outnumbered by its converse operation, namely, expansionmetonymy. In this way, the conscious use of these...
Palabra/s clave
semántica cognitiva
metonimia
branding
cosméticos
multimodalidad
filología
lingüística
lenguas para fines específicos