The Creative Use of Idioms in Advertising

Authors

  • Carita Lundmark Luleå University of Technology

DOI:

https://doi.org/10.35360/njes.48

Abstract

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.

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Published

2006-03-01

How to Cite

Lundmark, C. (2006). The Creative Use of Idioms in Advertising. Nordic Journal of English Studies, 5(S1), 71–98. https://doi.org/10.35360/njes.48

Issue

Vol. 5 No. S1 (2006): Special Issue: Metaphors

Section

Articles

License

Copyright (c) 2006 The Author

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