Going Up Is Always Good

ISBN-13: 9786203855067 / Angielski / Miękka / 60 str.

María Ibáñez Arenós

Opis

Although metaphors encompass a large variety of taxonomies, orientational metaphors are those that rely on spatial position to map concepts into other ones, referring to a relation of valence and verticality. Stated by Kövecses (2010) conceptual metaphors such orientational ones draw 'upward' and 'downward' spatial positions in which 'upward' is usually referred to as having positive connotations, whereby their opposites, 'downwards', are understood as negative. Since orientational metaphors are strongly cultural in content, this paper seeks to unveil with the application of FILMIP (Filmic Metaphor Identification Procedure, Bort-Mir, 2019) how they are employed through the media representation in TV advertisements, specifically in a filmic narrative of a language learning application for technological devices denominated Babbel (Babbel: Lleva tu carrera al próximo nivel, 2018). In the analyzed narrative, the orientational metaphor GOOD IS UP is represented in the commercial as a tool for persuading customers that the best way of escalating positions at work, is by learning new languages or, on the other hand, mastering the skills in an already known one.

O autorze

Ibáñez Arenós, María María Ibáñez graduated in English philology in 2019. This was the analysis work that she undertook during the last stage, during which she understood that the world of metaphors fascinated her. She published her first work in 2020, with an article under the same name, Going Up Is Always Good, with the help of her supervisor and mentor, Lorena Bort.