Cosmetics advertisements in the woman's magazine ELLE: a comparative study of metaphors in the English and Swedish editions

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The aim of the study was to find out if there are any major differences between metaphors in the advertisements of cosmetics in the English and the Swedish editions of 'Elle'. Two representative groups of advertisements were chosen from the November 2005 issue of 'Elle' - from the English and the Swedish one respectively. The features selected for comparison were: the textual vs. the visual medium (in advertising), the use of metaphor and metonymy, highlighting and hiding, cultural adherence, new meaning, personification, emotional branding. It was found that in the English edition the metaphors focus on 'pleasure' in the first place, whereas in the Sw...