Overtness-covertness in advertising gender metaphors

Marisol Velasco Sacristán

doi:10.18172/jes.145

Autores/as

Marisol Velasco Sacristán University of Valladolid

DOI:

https://doi.org/10.18172/jes.145

Palabras clave:

Publicidad, género, metáfora, comunicación ostensiva, comunicación encubierta

Resumen

Este artículo tiene como objetivo demostrar que la comunicación débil (ostensiva y encubierta) puede jugar un papel importante en la elección, especificación e interpretación de metáforas ideológicas en la publicidad. Nos centraremos aquí en un tipo concreto de metáfora ideológica, la metáfora publicitaria de género. Presentaremos una descripción de las metáforas publicitarias de género, subtipos (ejemplos de género metafórico, metáforas universales de género y metáforas culturales de género), así como ejemplos híbridos en un estudio de 1142 anuncios publicados en British Cosmopolitan (años 1999 y 2000). A continuación valoraremos el carácter “ostensivo-encubierto” de las metáforas publicitarias de nuestra muestra. Al considerar este aspecto también analizaremos el valor convencional o innovador de estas metáforas y examinaremos su discriminación frente a hombres y mujeres. El valor de este artículo radica en el análisis tanto de los tipos de comunicación débil ostensiva como encubierta en relación tanto con la teoría cognitiva y pragmática de la metáfora, así como, de forma más general, con la teoría de la comunicación publicitaria.

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