Isikustamine reklaamis
Personification in Advertising

Summary/Abstract: Poetic language is a figurative language, of which metaphors form an important part. This aticle is focused on personifications as a type of advertising metaphors. According to S. E. Guthrie personification consists in attributing humanlike features to a nonhuman. In advertising, a product is the target domain and the human being is the source domain of the metaphor. The aim of this study was to investigate what modes of personification are used and what kind of products are personified. The analysed advertisements come from magazines and newspapers of the year 2003.

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