Elena Domínguez Romero

A percept/concept/ual approach to stereotype reading in Fowles’ Lieutenant’s Woman

This paper aims to decipher the character of Sarah in John Fowles’ The French Lieutenant’s Woman (1969, translated by Fowles into English in 1977 and revised in 1994). Our analysis draws on the Gra...

Humanizing brands through story-telling in magazine advertising

Within the framework of Conceptual Metaphor Theory, where metaphor allows human beings to map structure from concrete realms of experience (based on sensory-motor experience) to other more abstract domains, the Source-Path-Goal schema stands as one of the central concepts in human conceptualization. Its importance lies in the way it unifies and gives structure to concepts of motion. In turn, this embodied notion shapes our understanding of a purposeful activity, in which some path is traversed in order to reach for a goal, and our understanding of story-telling where, based on the same notion of a path, there is a development of characters in quest of a goal. On this basis, our purpose in this paper is to analyze three magazine advertisements in an attempt to reveal Conceptual Metaphor Theory, embodied cognition, image schemas, magazine advertising

MALE VS. FEMALE / MIND VS. BODY: A COGNITIVE DISCOURSE APPROACH TO TWO PLAYS BY SHAKESPEARE

Abstract The aim of the present paper is twofold: i) to show that the idea of a “savage mind” does not make sense unless accompanied by that of a wrong restraining body which needs to be broken to let the so-called “savage mind” out, and vice versa and ii) to prove this relieving process to be ultimately affected by gender. While women seem to need to resort to a third party body disguise in order to show their real selves out of their constraining bodies, it is precisely men’s minds which aim to liberate them. Examples to illustrate this idea will be taken from Rosalind and Audrey in Shakespeare’s As You Like It, on the female side, and Caliban and Ferdinand in The Tempest, on the other, male side.