Metaforas cognitivas propias del discurso de la prensa de mujeres : el ejemplo de CUIDAR EL CUERPO ES UNA BATALL

Abstract

The aim of this article is to show how the abstract concept of care for the body is conceptualized by cognitive metaphors. I decided that the most interesting and promising study material will be women’s magazines: in my analysis I shall use metaphorical expressions describing bodycare coming from three magazines (each in three language versions: Polish, English and Spanish) with differing amounts of ‘informative’ content concentrated on fashion and body, yet all almost devoid of non-persuasive journalism. The more aware and resilient against direct advertising is the consumer, the stronger is the need of publishers to hide the message in quasi-articles or between the lines of a quasi-interview. It’s then no surprise that the skillful use of M. Johnson’s and G. Lakoff’s theory of the conceptual metaphor — providing the advertisers with a powerful and versatile tool than practically cannot be abused (because it has infinite possible individual realizations in the text and is at the same time transparent for the reader) — became one of the key issues in marketing.