Abstract

RUEDA, Nelly E. M.  and  PEREZ, Elena del C.. The Persuasive Function of Metaphor in the Press. Anclajes [online]. 2008, vol.12, pp.209-222. ISSN 1851-4669.

This work attempts to show the argumentative function of daily life metaphors in articles of opinion published in some Argentine newspapers. Based on Lakoff and Johnson's theory of conceptual metaphor (1980), this article will show the ways in which frequently used metaphorical expressions in our culture are in fact manifestations of larger metaphorical concepts. Taking an article entitled "Norita's dissection" as a starting point, we will analyze the metaphors the author makes use of to activate concepts such as: "ethics is a surface", "honor is a fragile object", "words are volatile substances", "journalism is a building whose pillars are critical thinking, social responsibility, and respect for privacy". Such concepts are organized around the conceptual metaphor "honor is a corpse to be dissected", which supports the line of argument in our text. At the same time, this discursive device is used by the author to denounce acts of libel against people involved in tragedies and acts as a hypocritical social practice assented not only by the mass media but also by the readers´opinions.

Keywords : Lingüistics; Cognition; Metaphor; Argumentative function; Press.

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