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Latin: A Linguistic Introduction

By Renato Oniga and Norma Shifano

Applies the principles of contemporary linguistics to the study of Latin and provides clear explanations of grammatical rules alongside diagrams to illustrate complex structures.


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The Ancient Language, and the Dialect of Cornwall, with an Enlarged Glossary of Cornish Provincial Words

By Frederick W.P. Jago

Containing around 3,700 dialect words from both Cornish and English,, this glossary was published in 1882 by Frederick W. P. Jago (1817–92) in an effort to describe and preserve the dialect as it too declined and it is an invaluable record of a disappearing dialect and way of life.


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Linguistic Bibliography for the Year 2013

The Linguistic Bibliography is by far the most comprehensive bibliographic reference work in the field. This volume contains up-to-date and extensive indexes of names, languages, and subjects.


Academic Paper


Title: Processing pictorial metaphor in advertising: A cross-cultural view
Author: Zouhair Maalej
Email: click here to access email
Institution: University of Manouba
Linguistic Field: Cognitive Science
Abstract: Studies of verbal metaphor processing abound (Black, 1962; Shibles, 1971; Sacks, 1979; Ortony, 1979; Lakoff & Johnson, 1980-1999; Lakoff, 1987; Lakoff & Turner, 1989, etc.), while those studying pictorial metaphor (PM) in advertising are just beginning to become a common practice (Cook, 1992; Kennedy, Green & Vervaeke, 1993; Forceville, 1991-1996; Messaris, 1997). Studies of pictorial metaphor in advertising in a cross-cultural perspective are fewer. Given this omission, the present paper undertakes the study of the processing of pictorial metaphors in advertising (Forceville, 1991; 1996), with special reference to cultural constraints on cognition or 'cultural cognition' (Shore, 1996). It will be argued that the associations made by metaphor processors between source domain (SD) and target domain (TD) both in verbal and pictorial metaphorizing are essentially a function of the interaction between cognition and culture (Foley, 1997: 169). Cultural models (Quinn & Holland, 1987; Shore, 1994) will be claimed to filter information available to our cognition. In case the pictorial material fails to evoke or connote anything in the mind of the audience because it is not part of any of their cultural models, cognition is not activated to deal with the pictorial material metaphorically. However, in case cognition is triggered (because the pictorial material is part of the audience's cultural models), the audience makes sense of the material perceived. In a cross-cultural setting, the pressure exerted on cognition by cultural models is claimed to (i) cause understanding to be blocked altogether, (ii) coerce different audiences into different interpretations in case their respective cultural models clash, or (iii) occasion a situation where the pictorial material is processed as a PM but whose effect is qualitatively dissimilar in two different cultures.
Type: Individual Paper
Status: Completed
Venue: Academic Research, 1: 1, 19-42.
Publication Info: Processing pictorial metaphor in advertising: A cross-cultural view


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