Browsing by Author "Dahlberg, Leif"

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    Put a Tiger in Your Text Metalepsis and Media Discourse
    (Nordic Council of Ministers, Nordicom, 2010-06) Dahlberg, Leif; Carlsson, Ulla
    The subject of this article is the extensive use of metalepsis as an argumentative and rhe- torical device in media discourse, and in particular in advertising. Metalepsis, a form of metonymy, sets up an inverted relation – causal, logical or contiguous – between terms and/or objects, either as an aesthetic effect or a means of persuasion. The first part of the article discusses the use of metalepsis in literature and film; the second part discusses the use of the figure in mass media and advertising; the third part discusses the relation between advertising, art, and popular culture. The final part of the article discusses the pervasive use metalepsis in advertising. Since metalepsis is a powerful rhetorical device, I have chosen the figure of the tiger to illustrate how it operates in advertising and media discourse