Browsing NJES Volume 5, No. 1 (2006) by Author "Lundmark, Carita"
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The Creative Use of Idioms in Advertising
Lundmark, Carita (2006-09-14)This paper is concerned with the cognitive mechanisms involved in the creative exploitation of idiomatic expressions in advertisements. In line with Grady et al. (1999), the analysis is based on the complementing theories ...