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    STUDIA PHILOLOGIA - Issue no. 2 / 2004  
         
  Article:   METAPHORS IN ADVERTISING.

Authors:  ANCA LUMINIŢA GREERE, MIHAI MIRCEA ZDRENGHEA. 		 
       
         
  Abstract:  There is a considerable agreement within linguistics that metaphors are not identifiable by form. It is an obvious fact that sentences in which metaphorical expressions occur are not distinguishable by syntactic form. The word or words which are the “focus” of the metaphor can belong to any syntactic category. Despite syntactic diversity, there appears to be an underlying unity to all metaphors. They seem to exemplify a single principle of semantic change. However, this is still debatable. Any satisfactory formulation of the principle of metaphor requires the identifiability of metaphors since they cannot be understood or produced unless recognized as such.  
         
     
         
         
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