Persuasive nature of image schematic devices in advertising: their use for introducing sexisms

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Title: Persuasive nature of image schematic devices in advertising: their use for introducing sexisms
Authors: Velasco Sacristán, María Sol | Cortés de los Ríos, María Enriqueta
Keywords: Advertising | Image schematic devices | Persuasion | Sexism
Knowledge Area: Filología Inglesa
Issue Date: Nov-2009
Publisher: Universidad de Alicante. Departamento de Filología Inglesa
Citation: VELASCO SACRISTÁN, María Sol; CORTÉS DE LOS RÍOS, María Enriqueta. “Persuasive nature of image schematic devices in advertising: their use for introducing sexisms”. Revista Alicantina de Estudios Ingleses. No. 22 (Nov. 2009). ISSN 0214-4808, pp. 239-270
Abstract: This paper explores how persuasive is the exploitation of image-schematic devices in advertising, more specifically how they are used for introducing sexism. Using a combined axiological-relevance-theoretic approach we have analysed ten advertisements selected from an online corpus, ‘The Advertising is Good for You’ blog, and its section on ‘Sexist Advertising’. Our analyses have proved that image schematic devices are used to introduce sexism in the advertisements under analysis, mostly the image schemas of space, force, multiplicity and attribute, and mostly by means of covert and weakly overt forms of communication. These image schematic devices seem to be not merely representative of universal experience, but crucially tied to specific socio-cultural cognition, as also suggested by Sinha (2002), Kimmel (2005) and Zlatev (2005), and special cognitive effort and effects are involved with understanding them. Yet, although they seem to contradict a formal application of the Principle of Relevance, as they involve additional processing effort, this is often offset by the extra effects like the pleasure in processing the ad and ‘getting’ the right meaning and value(s). This pleasurable experience is one important way in which advertisements are persuasive (Meyers-Levy and Malaviya, 1999).
URI: http://hdl.handle.net/10045/13824 | http://dx.doi.org/10.14198/raei.2009.22.15
ISSN: 0214-4808
DOI: 10.14198/raei.2009.22.15
Language: eng
Type: info:eu-repo/semantics/article
Peer Review: si
Appears in Collections:Revistas - Revista Alicantina de Estudios Ingleses - 2009, No. 22

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