Advertising Education Slogans in the Light of Cognitive Metaphor

Authors:

Pages: 257-266
DOI: https://doi.org/10.54664/LCXQ9440

Abstract:

The report examines slogans in the advertising of education and educational products from the view of the cognitive theory of metaphor – George Lakoff and Mark Johnson, 1980. Over 20 advertising titles and slogans have been studied which are evaluated in terms of expressed cognitive metaphors. The aim is to check how cognitive metaphors that are the product of human physical and cultural experience can become a leading tool for compiling adequate and influential advertising slogans in the field of education.

Keywords:

cognitive metaphor, concept, education, slogan, advertising

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