This paper delves into the strategic use of conceptual metaphors in advertising slogans for coffee brands,exploring how these linguistic devices influence consumer perception and brand appeal.By employing cognitive li...This paper delves into the strategic use of conceptual metaphors in advertising slogans for coffee brands,exploring how these linguistic devices influence consumer perception and brand appeal.By employing cognitive linguistic theories,this study categorizes eight global coffee brand slogans into five distinct metaphorical patterns,revealing the underlying conceptual mappings that enhance brand messaging.The analysis underscores the importance of metaphorical language in simplifying complex ideas,evoking emotional responses,and establishing a connection between the product and the consumer’s everyday experiences.This paper concludes that the judicious application of conceptual metaphors in advertising is a powerful tool for creating memorable and impactful slogans that resonate with the target audience.展开更多
Scientific research on snow avalanches is relatively modem, yet in constant and rapid evolution, as the multiple disciplines involved in its development will, in turn, become more specialized and more technical. Paten...Scientific research on snow avalanches is relatively modem, yet in constant and rapid evolution, as the multiple disciplines involved in its development will, in turn, become more specialized and more technical. Patents are part of research and knowledge production. The scientific community and policy makers are increasingly interested in production of knowledge collaboratively. Almost all of the research being conducted on snow avalanches uses technology, technique or instrumentation. One main objective of this study is to draw from the literature the many technologies, techniques and instrumentations that are being used in research related to avalanches. Thus, a textual analysis of the most significant literature in the field of snow avalanches was done. In this analysis, techniques, technologies and instrumentations have emerged. A patent search has been done in databases. Subsequently, patents were conceptualized. The proportion of applicants for patents is higher in industry than in universities. The measure of exploration of the ongoing sociocognitive transformations of science and technology systems presents a useful tool to conduct a study to explore these transformations. It would be interesting for the scientific community, but also for the industry, to elaborate concept mapping when applied to avalanche research, which would help in determining referents.展开更多
文摘This paper delves into the strategic use of conceptual metaphors in advertising slogans for coffee brands,exploring how these linguistic devices influence consumer perception and brand appeal.By employing cognitive linguistic theories,this study categorizes eight global coffee brand slogans into five distinct metaphorical patterns,revealing the underlying conceptual mappings that enhance brand messaging.The analysis underscores the importance of metaphorical language in simplifying complex ideas,evoking emotional responses,and establishing a connection between the product and the consumer’s everyday experiences.This paper concludes that the judicious application of conceptual metaphors in advertising is a powerful tool for creating memorable and impactful slogans that resonate with the target audience.
文摘Scientific research on snow avalanches is relatively modem, yet in constant and rapid evolution, as the multiple disciplines involved in its development will, in turn, become more specialized and more technical. Patents are part of research and knowledge production. The scientific community and policy makers are increasingly interested in production of knowledge collaboratively. Almost all of the research being conducted on snow avalanches uses technology, technique or instrumentation. One main objective of this study is to draw from the literature the many technologies, techniques and instrumentations that are being used in research related to avalanches. Thus, a textual analysis of the most significant literature in the field of snow avalanches was done. In this analysis, techniques, technologies and instrumentations have emerged. A patent search has been done in databases. Subsequently, patents were conceptualized. The proportion of applicants for patents is higher in industry than in universities. The measure of exploration of the ongoing sociocognitive transformations of science and technology systems presents a useful tool to conduct a study to explore these transformations. It would be interesting for the scientific community, but also for the industry, to elaborate concept mapping when applied to avalanche research, which would help in determining referents.
