Examining the metonymic relation between a brand name and a productA case study of Moroccan cosmetic brand names

  1. Fatima Azzahraa El Yamlahi
  2. María Enriqueta Cortés de los Ríos
Revista:
Ibérica: Revista de la Asociación Europea de Lenguas para Fines Específicos ( AELFE )

ISSN: 1139-7241 2340-2784

Año de publicación: 2022

Número: 44

Páginas: 391-416

Tipo: Artículo

DOI: 10.17398/2340-2784.44.391 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Ibérica: Revista de la Asociación Europea de Lenguas para Fines Específicos ( AELFE )

Resumen

Este artículo aborda la semántica de los nombres de marca marroquíes desde una perspectiva cognitiva y analiza el rol de la metonimia en un corpus de nombres de marca de cosméticos. Más concretamente, nuestros propósitos son los siguientes: a) arrojar luz sobre las operaciones cognitivas metonímicas en dichos nombres (metonimias de expansión, metonimias de reducción y cadenas metonímicas), b) determinar la frecuencia de ocurrencia de la metonimia en comparación con la metáfora, c) revelar los modos (mono modales y/o multimodales) en los que se manifiestan los nombres de marca, y d) examinar si existe alguna conexión entre el tipo de cosméticos y las operaciones metonímicas anteriormente señaladas. Tras el estudio llevado a cabo se desprenden los siguientes resultados: la característica más destacada es la baja frecuencia de ocurrencia de la metonimia de reducción que es superada en gran medida por su operación inversa, la metonimia de expansión. En consecuencia, podemos decir que el uso consciente de estos mecanismos por parte de los diseñadores demarcas puede ayudar a impulsar la identidad de la marca y a construir una imagen de marca más favorable de manera económica.

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