Parallel Chaining in Advertising Campaigns
DOI:
https://doi.org/10.34864/heteroglossia.issn.2084-1302.nr17.art12Keywords:
metaphor, metonymy, parallel chaining, advertising, persuasion, CMTAbstract
This article explores the role of metaphors and metonymies in advertising and focuses on how these cognitive mechanisms function in tandem in a process known as parallel chaining. Drawing on the principles of Cognitive Linguistics, the article highlights how metaphor and metonymy can reinforce brand messaging, guide consumer perceptions and avoid
explicit claims – particularly in products such as tobacco or sweetened beverages which have been proven to be harmful to health or are legally restricted. The concept of parallel chaining has been adapted from Goossens (2003) and Sullivan (2007) and illustrates how metaphor and metonymy operate side by side and enhance the impact of an advertisement. Through both verbal and visual examples of Coca-Cola’s Open Happiness campaign, Nike’s Run the day slogan, and Red Bull Gives You Wings slogan, the article demonstrates how advertisements use layered conceptual mappings to evoke emotions or shape consumer behaviour. In addition, the article examines how this process extends to visual advertising in commercial or political campaigns. The article stresses the significance of parallelly chained metaphors and metonymies in making advertisements more persuasive and appealing to a more diverse audience.
References
BARCELONA A. (ed.) Metaphor and Metonymy at the Crossroads. A Cognitive Perspective.
Berlin/New York: Mouton de Gruyter, 2003.
BARNDEN J. A. Metaphor and metonymy: Making their connections more slippery. Cognitive Linguistics 21 (1): 1–34, 2010.
BRDAR M., BRDAR-SZABÓ R. Translating (by means of) metonymy. In: A. Rojo & I. Ibarretxe-Antuñano (eds.), Cognitive Linguistics and Translation, Advances in Some Theoretical Models and Applications, Mouton de Gruyter, 2013.
BURKHARDT A., NERLICH B. (eds.) Tropical Truth(s): The Epistemology of Metaphor and other Tropes. Mouton de Gruyter, 2010.
DIRVEN R., PÖRINGS R. (eds.) Metaphor and Metonymy in Comparison and Contrast. Berlin/New York: Mouton de Gruyter, 2003.
GRANDPRE J., ALVARO E. M., BURGOON M., MILLER C. H., HALL J. R. Adolescent reactance and anti-smoking campaigns: A theoretical approach. Health Communication 15 (3): 349–366, 2003.
HASER V. Metaphor, Metonymy, and Experientialist Philosophy Challenging Cognitive Semantics. Berlin: Mouton de Gruyter, 2005.
KÖVECSES Z., RADDEN G. Metonymy: Developing a Cognitive Linguistic View. Cognitive Linguistics 9: 37–78, 1998.
KWIATKOWSKA A. Pre-Linguistic and Non-Linguistic Metonymy. In: K. Kosecki (ed.), Perspectives on Metonymy: Proceedings of the International Conference “Perspectives on Metonymy,” held in Łódź, Poland, May 6-7, 2005, Frankfurt am Main: Peter Lang, 2007.
KOSECKI K. (ed.) Perspectives on Metonymy: Proceedings of the International Conference “Perspectives on Metonymy,” held in Łódź, Poland, May 6-7, 2005. Frankfurt am Main: Peter Lang, 2007.
LAKOFF G., JOHNSON M. Metaphors we live by. Chicago: University of Chicago Press, 1980.
LITTLMORE J. Metonymy. Cambridge University Press, 2015.
PEARSON R. Stéphane Mallarmé. London: Reaktion Books, 2010.
MASSARIS P. Visual Persuasion: The Role of Images in Advertising. London: Sage Publications, 1997.
PANTHER K.U., RADDEN G. (eds.) Metonymy In Language and Thought. Amsterdam/Philadelphia: John Benjamins, 1999.
SZWEDEK A. The ultimate source domain. Review of Cognitive Linguistics 9.2 341-366, 211.
WACHOWSKI W. Towards a Better Understanding of Metonymy. Peter Lang Verlag: Oxford, United Kingdom, 2019.
WACHOWSKI W., SULLIVAN K. Metonymies and Metaphors for Death Around the World. New York: Routledge, 2021.
