The Creative Use of Idioms in Advertising
DOI:
https://doi.org/10.35360/njes.48Abstract
This paper is concerned with the cognitive mechanisms that are involved in the creative exploitation of idiomatic expressions in advertisements.1 The idioms are found either in the headline or in the body copy of the ads and occur in two main patterns, which I will refer to as extended idioms and altered idioms, respectively.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2006 The Author
![Creative Commons License](http://i.creativecommons.org/l/by-nc-nd/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors of content published in NJES remain the copyright holders.