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The present study focuses on the analysis of the types of intertextual techniques as used in printed advertisements. By means of the analytical, the discourse analytical and the descriptive research methods, the printed advertisements featuring the use of intertextuality have been selected and analysed as to the stylistic patterns used to create intertextuality. Intertextuality in printed advertisements is used to attract larger and / or specific audiences, to promote specific features or advantages of a particula...

The study of metaphor dates back to the times of Aristotle when metaphor has mainly been the focal study point of literary scholars. The publication of Lakoff and Johnson’s book Metaphors We Live By (1980) challenged the traditional view on metaphor and completely changed its status. The scholars developed the Conceptual Metaphor Theory (CMT) within which they argue, “metaphor is not just a matter of language, but of thought and reason” (Lakoff, 1993: 208). Moreover, in 1996 the study of metaphor within cogni...

The main claim of the Cognitive Metaphor Theory (CMT), proposed by Lakoff and Johnson (1980), is that we not only speak and write, but also think in terms of metaphors. In his turn, the Dutch scholar Charles Forceville argues, if this is correct, alongside the verbal manifestations of the conceptual metaphors, other modes must exist to communicate these metaphors. In addition, Forceville has derived the importance of context when analysing metaphors; this has led to a considerable research into pictorial or visual...