Metaphors, Blends and Cultural Associations in Advertising - Carlos, Laura de
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Because of the global nature of today's world it is more and more necessary to understand the strategies used in different cultures to achieve a goal. Taking advertising as a common field where culture plays a decisive role and strategies include cognitive devices such as metaphors, this book explores the techniques used in four different cultures in order to examine these strategies and draw some practical conclusions as to what works in each culture for each gender when selling a product.

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Produktbeschreibung
Because of the global nature of today's world it is more and more necessary to understand the strategies used in different cultures to achieve a goal. Taking advertising as a common field where culture plays a decisive role and strategies include cognitive devices such as metaphors, this book explores the techniques used in four different cultures in order to examine these strategies and draw some practical conclusions as to what works in each culture for each gender when selling a product.
Autorenporträt
Laura de Carlos has a degree in Translation and Interpreting in the Universidad Complutense de Madrid where she specialised in Spanish, English, French and Japanese. Later on, she studied a Master in English Linguistics: New Applications and International Communication in the Universidad Complutense, where she focused on Semantics and Pragmatics.