Abstract:In this paper we intend to map out some of the dominant values in print advertisements announcing different types of environmentally friendly products and services from energy (oil, electricity, etc.)

This paper explores how persuasive is the exploitation of image-schematic devices in advertising, more specifically how they are used for introducing sexism. Using a combined axiological-relevance-theoretic approach we have analysed ten advertisements selected from an online corpus, 'The Advertising is Good for You' blog, and its section on 'Sexist Advertising'. Our analyses have proved that image schematic devices are used to introduce sexism in the advertisements under analysis, mostly the image schemas of space, force, multiplicity and attribute, and mostly by means of covert and weakly overt forms of communication. These image schematic devices seem to be not merely representative of universal experience, but crucially tied to specific socio-cultural cognition, as also suggested by Sinha (2002), Kimmel (2005) and Zlatev (2005), and special cognitive effort and effects are involved with understanding them. Yet, although they seem to contradict a formal application of the Principle of Relevance, as they involve additional processing effort, this is often offset by the extra effects like the pleasure in processing the ad and 'getting' the right meaning and value(s). This pleasurable experience is one important way in which advertisements are persuasive (MeyersLevy and Malaviya, 1999).

This paper takes a cognitive perspective on the semantics of Moroccan brand names, an unexplored territory so far, and analyzes the role of the metonymy in a corpus-based analysis in cosmetic brand names. More particularly, we focus on the following:   to shed some light on the metonymic cognitive operations in these names (domain expansion and domain reduction metonymies together with metonymic chains), to determine the occurrence frequency of metonymy in comparison to metaphor, to reveal the modes (visual, verbal) in which the brand names are manifested, and to examine if there is any connection between the type of cosmetics and the metonymic operations cued. In this light, the paper yields some significant findings: the most salient feature in our corpus is the low occurrence frequency of reduction metonymy that is largely outnumbered by its converse operations, expansion metonymy. Metonymic complexes are highly productive mechanisms for cosmetic brand-name creation, especially their significant presence in skincare and makeup brands. In this way, the conscious use of these mechanisms by brand designers can help in boosting brand identity and help in building a favorable brand image in an economical way.

This paper presents a corpus-based analysis of printed eco-friendly car advertisements in English in line with the growing consumer interest in environmental issues and the development of green advertising. The aim of the research is threefold: 1) to unveil the content cognitive operations (for the purpose of this research, metonymy, metonymic chain, metaphoric amalgam and metaphor) underlying the ads and their modes of representation; 2) to examine the relationship between (i) these conceptual operations and the environmental claims made by advertisers, and (ii) the environmental claims made by advertisers and the text-image interaction. In this light, the paper yields two major findings: a) the cognitive operations underlying our corpus are usually rendered in the visual and verbal modes; b) the environmental claims underlying the ads correlate with the conceptual content and the text-image interplay. The conscious use of these mechanisms by advertisers can help the manner in which messages are interpreted.

RESUMEN Además de magníficas playas, historia y cultura, los sitios web de turismo también ofrecen centros de salud y belleza para lograr el bienestar de los turistas. Este estudio analiza la promoción del discurso turístico de salud y belleza. El propósito de este artículo es ofrecer una visión general de este tipo de discurso centrándonos en sus recursos lingüísticos (léxico-morfológicos, sintácticos y estilísticos) con el fin de comprender de manera óptima sus principales rasgos distintivos. Con esta idea hemos analizado sitios web en versión inglesa relacionados con la promoción del turismo de salud y belleza en Andalucía. Los resultados de este estudio pueden ser relevantes para los traductores profesionales y particularmente para los estudiantes y profesores de traducción, teniendo en cuenta que la aparición del turismo de salud y belleza ha dado lugar a un nuevo tipo de discurso especializado con el que, con gran probabilidad, se enfrentarán los traductores.