The use of conceptual metaphors in advertising slogans of nokia samsung apple blackberry and sony ericsson cell phones

TABLE OF CONTENTS

CHAPTER I INTRODUCTION

CHAPTER II THEORETICAL BACKGROUND

1. Definition of metaphors

2. Conceptual metaphors/cognitive metaphors

2.1. Conceptual metaphors in relation with cognitive linguistics

2.2. Conceptual metaphors

3. Classification of conceptual metaphors

3.1. Structural metaphors

3.2. Ontological metaphors

3.3. Orientational metaphors

4. Advertising slogans

4.1. Definition of an advertising slogan

4.2. Qualities of an effective slogan

CHAPTER III THE USE OF METAPHORS IN CELL PHONE ADVERTISING SLOGANS

1. Conceptual metaphors in advertising slogans

1.1. The effects of conceptual metaphors on audience

1.2. Conceptual metaphors in advertising slogans

2. Research procedures

2.1. Data collection

2.2. Data analysis

3. Results and discussion

3.1. Research question 1: How are conceptual metaphors used in cell phone advertising slogans?

3.2. Research question 2: What are the subtypes of conceptual metaphors employed in mobile phone advertising slogans?

CHAPTER IV CONCLUSION

1. Recapitulation of main ideas

2. Limitations of the study

3. Suggestions for further research

4. Implications

REFERENCES

APPENDIX