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Put a Tiger in Your Text: Metalepsis and Media Discourse
KTH, School of Computer Science and Communication (CSC), Media Technology and Interaction Design, MID.ORCID iD: 0000-0002-1207-124X
2010 (English)In: Nordicom Review, ISSN 1403-1108, E-ISSN 2001-5119, Vol. 31, no 1, 103-114 p.Article in journal (Refereed) Published
Abstract [en]

The subject of this article is the extensive use of metalepsis as an argumentative and rhetorical device in media discourse, and in particular in advertising. Metalepsis, a form of metonymy, sets up an inverted relation - causal, logical or contiguous - between terms and/or objects, either as an aesthetic effect or a means of persuasion. The first part of the article discusses the use of metalepsis in literature and film; the second part discusses the use of the figure in mass media and advertising; the third part discusses the relation between advertising, art, and popular culture. The final part of the article discusses the pervasive use metalepsis in advertising. Since metalepsis is a powerful rhetorical device, I have chosen the figure of the tiger to illustrate how it operates in advertising and media discourse.

Place, publisher, year, edition, pages
NORDICOM , 2010. Vol. 31, no 1, 103-114 p.
Keyword [en]
Metalepsis, Advertising
National Category
Humanities
Identifiers
URN: urn:nbn:se:kth:diva-47824Scopus ID: 2-s2.0-77957146712OAI: oai:DiVA.org:kth-47824DiVA: diva2:456375
Note

QC 20111114

Available from: 2011-11-14 Created: 2011-11-14 Last updated: 2017-12-08Bibliographically approved

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Dahlberg, Leif

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CiteExportLink to record
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