Death in advertising: theories of humor, blending and metaphors

• Autor(a) principal: Bernardo, Sandra
• Data de Publicação: 2023
• Outros Autores: Nunes, Valéria
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista (Con)Textos Linguísticos (Online)
• Texto Completo: https://periodicos.ufes.br/contextoslinguisticos/article/view/41804
• topic: Humor Theories; Extended Conceptual Metaphor Theory; Blending; Advertising; Teorias do Humor; Teoria da Metáfora Conceptual Estendida; Mesclagem; Propaganda

A Sinaf (insurance and funeral assistance company) advertisement is analyzed, posted on the company's Twitter page, that, since 1996, has stood out for using humor as a strategy for selling funeral assistance. To this end, the theories of superiority, relief and incongruity are taken as a basis (Nunes, 2022; Tabacuru, 2015), combined with the framework of cognitive semantics, namely: theories of conceptual integration (Fauconnier; Turner, 2002) and the extended conceptual metaphor (Kövecses, 2020; Bernardo, 2023), as well as the concepts of mental spaces, frames, domains and image schemes, conceptual structures that organize our experiences, making them coherent. In methodological terms, the analysis is configured as a qualitative study, whose general objective is in line with the descriptive-exploratory method, because it aims to search for relationships between the concepts taken as the basis for the conceptualization of advertising, in order to promote a description that bring together the social, discursive and cognitive aspects. Through this study, part of research in progress, it was possible to illustrate how the socio-cognitive approach allows integrating cognitive and discursive aspects, since the social and cultural elements activated by advertising show a link between actions staged through multimodal language and the cognitive processes that underlie them.