JoLIE 5/2012

Back to issue page

BUSINESS METAPHORS. A CASE STUDY OF PEUGEOT ADVERTISEMENTS IN DIFFERENT LANGUAGES

Teodora Popescu

University of Alba Iulia, Romania

Abstract

This paper aims at analysing the way in which figurative language, namely business metaphors are different or similar in six languages: Romanian, English, French, Spanish, Italian and German. The findings were then compared against the cultural dimensions of Hofstede’s theory, in order to identify connections between conceptual mappings and cultural constructs.

Key words: General English; Business English; Business metaphors; Cultural representations; Conceptual mappings.

References

Borcilă, M. (1980). Studii de stilistică, poetică, semiotică. Cluj Napoca: Universitatea Babeş-Bolyai, Facultatea de Filologie.

Borcilă, M. (1997). Intre Blaga şi Coşeriu. De la metaforica limbajului la o poetică a culturii. Revista de filozofie, XLIV(1-2), 153.

Borcilă, M. (2002-2003). Lingvistica integrală şi funamentele metaforologiei. Dacoromania, VII-VIII, 47-77.

Charteris-Black, J. (2004). Corpus Approaches to Critical Metaphor Analysis. Basingstoke/ New York: Palgrave Macmillan. DOI: 10.1057/9780230000612

Coşeriu, E. (1997). Sincronie, diacronie şi istorie. Bucureşti: Editura Enciclopedică.

Coşeriu, E. (1999). Introducere în lingvistică. Cluj Napoca: Editura Echinox.

Coşeriu, E. (1999-2000-2001). Creaţia metaforică în limbaj. Revista de lingvistică şi ştiinţă literară, 184-198, 8-26.

Gibbs, R.W. (2008). The Cambridge Handbook of Metaphor and Thought. Cambridge: Cambridge University Press.

Glucksberg, S. (2001). Understanding Figurative Language: from Metaphors to Idioms. Oxford: Oxford University Press. DOI: http://dx.doi.org/10.1093/acprof:oso/9780195111095.001.0001

Goatly, A. (2005). The Language of Metaphors. New York: Taylor & Francis.

Herţeg, C. (2008). Temporal Metaphors and the Expressiveness of Verbs in Fictional Units. Annales Universitatis Apulensis, Series Philologica, 9(2), 179- 188.

Herţeg, C. (2011). Transgressing English Language Boundaries: The Case of Business English Borrowings. In T. Popescu, R. Pioariu, & C. Herţeg (Eds.), Cross-Disciplinary Approaches to the English Language. Theory and Practice. Newcastle upon Tyne: Cambridge Scholars Publishing.

Hofstede, G. (1991). Cultures and Organisations: Software of the Mind. London: McGraw-Hill.

Kovecses, Z. (2005). Metaphor in Culture. Universality & Variation. Cambridge: Cambridge University Press. DOI: http://dx.doi.org/10.1017/CBO9780511614408

Lakoff, G., & Johnson, M. (2003). Metaphors We Live By. London: The University of Chicago Press.

Musolff, A., & Zinken, J. (2009). Metaphor & Discourse. New York: Palgrave Macmillan.

Nelson, M. (2000). A Corpus-Based Study of Business English and Business English Teaching Materials. Unpublished Ph.D. Thesis. Manchester: University of Manchaster.

Pemberton, J.A. (2001). Global Metaphors. Modernity and the Quest for One World. London: Pluto Press.

Pickett, D. (1986). Business English: Falling Between Two Styles. COMLON 26,16-21.

Popescu, T. (2011). Developing Business Students’ Mental Lexicon in English. In T. Popescu, R. Pioariu, & C. Herteg (Eds.), Cross-Disciplinary Approaches to the English Language: Theory and Practice. Newcastle: Cambridge Scholars Publishing, pp. 19-30. Newcastle: Cambridge Scholars Publishing.

Popescu, T. (2007). Teaching Business Collocations. In D. Galova (Ed.), Languages for Specific Purposes:Searching for Common Solutions (pp.163-176). Newcastle: Cambridge Scholars Publishing.

Popescu, T., & Toma, M. (2009). Dictionary of Business Collocations: With Romanian translation and practice section. Alba Iulia: Aeternitas.

Popescu, T., & Herţeg, C. (2010). Tests of Business English. Alba Iulia: Aeternitas.

Popescu, T. (2011). We’re in Business. Part 1, Alba Iulia: Aeternitas.

Renton, N.E. (1990). Metaphorically Speaking. A Dictionary of 3,800 Picturesque Idiomatic Expressions. New York: Warner Books.

Ricoeur, P. (1984). Metafora vie. Bucureşti: Editura Univers.

Ricoeur, P. (2004). The Rule of Metaphor. London: Taylor & Francis. DOI: https://doi.org/10.4324/9780203426616

Sommer, E., & Weiss, D. (2001). Metaphors Dictionary. Detroit: Visible Ink.

Sperber, D., & Hirschfeld, L. (1999). Culture, Cognition, and Evolution. In R.A. Wilson, & F.C. Keil (Eds.), The MIT Encyclopedia of the Cognitive Sciences (pp. cxi-cxxxii). Massachusets: MIT Press.

Stefanowitch, A., & Gries, S.Th. (Eds.). (2006). Corpus-Based Approached to Metaphor and Metonymy. Berlin: Mouton de Gruyter.

Stern, J. (2000). Metaphor in Context. Cambridge MA: Massachusetts Institute of Technology Press.

Zafiu, R. (2001). Diversitate stilistică în româna actuală. Bucureşti: Editura Universităţii din Bucureşti.

www.peugeot.com.

How to cite this article: Popescu, T. (2012). Business metaphors: A case study of Peugeot advertisements in different languages. Journal of Linguistic and Intercultural Education – JoLIE, 5, 109-124. DOI: https://doi.org/10.29302/jolie.2012.5.7

For details on subscription, go to: http://jolie.uab.ro/index.php?pagina=-&id=19&l=en