A linguistic analysis of the dominant axiological values in Moroccan drink brand names

  1. María Enriqueta Cortés de los Ríos 1
  2. Fatima Azzahraa El Yamlahi 1
  1. 1 Universidad de Almería
    info

    Universidad de Almería

    Almería, España

    ROR https://ror.org/003d3xx08

Revista:
LFE: revista de lenguas para fines específicos

ISSN: 1133-1127

Año de publicación: 2023

Volumen: 29

Número: 2

Páginas: 155-176

Tipo: Artículo

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Otras publicaciones en: LFE: revista de lenguas para fines específicos

Resumen

Los diseñadores de marcas suelen hacer uso, consciente o inconscientemente, de operaciones cognitivas para transmitir valorespositivos a los nombres de marcas. Este artículo pretende estudiar los valores axiológicos más destacados en los nombres de marcas de bebidas marroquíes y cómo se introducen a través de operaciones cognitivas tales como las metáforas de comparación, las metáforas de correlación, las metonimias de expansión, las metonimias de reducción y las cadenas metonímicas. Además, mostraremos los modos verbales o visuales en las que se manifiestan. Para ello, hemos seleccionado una muestra de dichasmarcas de la Office Marocain de la Propriété Industrielle et Commerciale (OMPIC). Este trabajo se ha estructurado según la Teoría Cognitiva de la Metáfora y la Metonimia (Lakoff & Johnson 1980, 1999; Ruiz de Mendoza & Pérez, 2011) y se ha extendido a la semántica axiológica (Krzeszowski 1997, 2004) y al discurso especializado (Felices Lago, 1996a, 1999, 2002; Koller, 2009 entre otros). Con este estudio daremos cuenta de los medios cognitivos utilizados para denotar valores vinculados a esta categoría de producto.

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