Conceptual Metaphor and Embodiment in the Notion of “Costa Rica—Green” in Essential Costa Rica
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| Autores: | , |
|---|---|
| Formato: | artículo original |
| Estado: | Versión publicada |
| Fecha de Publicación: | 2024 |
| Descripción: | A semantic analysis is presented of the advertising language used by the brand Essential Costa Rica. A measurable strategy based on the conceptual metaphor “green is gold” is evident in these texts. It is examined using two macrocategories present in the words and expressions that make up the brand’s tourism advertising: “Costa Rica awaits a treasure” and “Costa Rica is a paradise.” They both generate an identity image of the region, apparently idyllic and paradisiacal, where socio-environmental problems typical of the reality that the country faces are distorted and become invisible. |
| País: | Portal de Revistas UNA |
| Institución: | Universidad Nacional de Costa Rica |
| Repositorio: | Portal de Revistas UNA |
| Lenguaje: | Español Inglés |
| OAI Identifier: | oai:ojs.www.una.ac.cr:article/20242 |
| Acceso en línea: | https://www.revistas.una.ac.cr/index.php/letras/article/view/20242 |
| Palabra clave: | semantic metaphorical analysis identity image natural resource tourism tourism publicity semántica análisis metafórico imagen identitaria recurso natural turismo publicidad turística |