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Synaesthetic Metaphor in Korean and Chinese Food Advertising
Journal of Chinese Language and Literature
2014,
(65), pp.289-317
DOI : 10.15792/clsyn..65.201404.289
Publisher : Chinese Literary Society Of Yeong Nam
Research Area : Chinese Language and Literature
DOI : 10.15792/clsyn..65.201404.289
Publisher : Chinese Literary Society Of Yeong Nam
Research Area : Chinese Language and Literature
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A synesthetic metaphor means that a meaning is changed from one sense to another sense. This paper is a part of the research on the synesthetic metaphors appearing in Korean and Chinese advertisements, and on something common and different, and characteristics of the Korean and Chinese languages and cultures. This paper investigated synesthetic metaphors appearing in Korean and Chinese food advertisements by focusing on the sense of taste. Owing to the characteristics of food advertisements, the words in the advertisements were greatly related to the sense of taste, a flavor of food. Accordingly, most synesthetic metaphors had something to do with the transition from one sense to another. The survey result of this study revealed that more synesthetic metaphors appearing in food advertisements were found in Korean advertisements. Also it was found that the transition between senses was mostly in consistent with the synesthetic metaphors appearing in literary work corpora and dictionaries revealed in a previous study, but that the metaphors not used in general texts were allowed in the food advertisements.
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