The Use of Metaphors in Advertising

This discussion briefly sketched the theoretical issues of metaphor studies, and provided a few case studies of the advertisements of a popular women's fashion magazine. Nowadays, when we are all exposed to heavy masses of adverts, we must always bear in mind that advertising has several tools and tricks to influence us. Therefore, we have to filter the information presented in ads, and be careful to accept portrayals of people and the world found in adverts, as they often tend to employ stereotypes. Hopefully, my paper has managed to call attention to the importance of further research into the relationship between metaphors and the media, more specifically, to the usefulness of performing Critical Discourse Analysis of the metaphors that are presented in the media.