Proceedings of International Conferences of Experimental Linguistics
 2019
DOI: 10.36505/exling-2006/01/0055/000055
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All roads lead to advertising: Use of proverbs in slogans

Helena Margarida Vaz Duarte1,
Rosa Lídia Coimbra2,
Lurdes de Castro Moutinho3

Abstract: This paper presents a research on the use of proverbs in written advertising texts from Portuguese press. The analysis focus on the presence of the proverb in the text both changed and unaltered. The different strategies of transformation are presented.

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