CORRESPONDENCES OF CONCEPTUAL METAPHOR AND MAPPING COCEPTUAL ON ADVERTISEMENT: A COGNITIVE LINGUISTIC APPROACH

Abstrak

ABSTRACT

This study aims at describing correspondences of metaphor and presenting conceptual mapping created from the correspondences found in advertisement. Method employed in this study is descriptive qualitative and the data was taken pusposively sampling technique by observation, note taking and documentation. Analysis conducted applied bottom-up approach started from an extensive data and be continued minimizes generalization data in business that suggesting global cognitive structure.The result shows that the implementation of metaphorical correspondence expression mapping conceptual in advertisement indicate the coexistence of hotel products and services and create a strong selling value of advertised on products and services.
Keywords: correspondence conceptual metaphor, mapping conceptual, advertisement