Metaphorical Expressions Research Articles

Advancing semantic and pragmatic theoretical frameworks through an analysis of Taylor Swift's "Look What You Made Me Do"

Semantics and pragmatics, as theoretical frameworks, continue to prove their appropriateness in the examination of literary texts and conversations, as well as in songs and music. This denotes that the two theoretical frameworks cannot solely be constricted within the parameters of general linguistics; instead, they are applicable to other disciplines or subject areas. In view of this fact, this article aims to uncover the covert meanings in Taylor Swift's "Look What You Made Me Do" lyrical song. To do this, semantic and pragmatic theoretical frameworks are applied, while the song itself is acknowledged as a primary source of data. The objective of this article is to demonstrate the development of semantics and pragmatics, as theoretical perspectives, and the ways in which meaning can be explicated using these theoretical perspectives in the chosen song and other areas of interest. Ultimately, the overall objective is to demonstrate how words, phrases and sentences may be understood differently by language users. The results and discussions validate that Taylor Swift uses different linguistic techniques, as well as metaphorical expressions to communicate her message to her audience. Nevertheless, such abilities of this singer and songwriter may not always be clear to everyone, hence the necessity to apply semantic and pragmatic theoretical lenses. The closing remarks underline the importance of continuing to develop the two theoretical perspectives beyond the limitations of general linguistics. In addition to this, the closing remarks underscore the synergetic relationship that exists between language and music.

The Relationship between Metaphors of Addiction and Character Development in 19th Century British Novels

The 19th century marked an unprecedented period of prosperity in British literature, giving rise to numerous distinguished authors and works. During this era, the metaphor of addiction, as a unique narrative technique, established a close connection with character development. This metaphor not only deepened the portrayal of characters but also enriched the thematic content of the works, allowing readers to understand more profoundly the inner worlds and complex personalities of the characters. The use of addiction metaphors in 19th century British novels was not accidental; it reflected the societal attention to drug issues and the profound exploration of human nature. Through the symbolic element of addiction, authors could reveal the inner conflicts, struggles, and pursuits of their characters, thereby creating more dimensional and vivid character portrayals. Moreover, the development of character personalities also influenced the representation of addiction metaphors in novels. Different character personalities led to varied attitudes and responses to addiction, further enriching the connotation and expression of the addiction metaphor. Therefore, the relationship between addiction metaphors and character development is intertwined and mutually reinforcing.

METAFORA KONSEPTUAL DAN SKEMA CITRA DALAM LIRIK KUMPULAN LAGU SAL PRIADI: KAJIAN SEMANTIK KOGNITIF

<p><em>One of the song genres in Indonesia creates poetic lyrics so that it needs a deep understanding, diving deeper than just the literal meaning. Therefore, it is necessary to understand the metaphorical expression to further examine using human cognition so as to produce conceptual meaning. Through it, the conceptualization of one element in another will be obtained. Conceptual metaphors then generate a structure of meaning derived from life experience. Thus making conceptual metaphors, image schema, and human cognition connected to one another. This research is descriptive qualitative. The data in this study was taken from the lyrics on the 10 songs with the most listeners Sal Priadi according to the Spotify platform. Data analysis and classification using Lakoff and Johnson's theory of Conceptual Metaphors and Cruse and Croft's Image Schema. This study produced 13 conceptual metaphor data, including 3 structural metaphors; 6 orientational metaphors; and 4 ontological metaphorical data. Then the image scheme in Sal Priadi's collection of songs is dominated by the identity schema.</em></p>

Making the Unseen Seen: The Role of Signaling and Novelty in Rating Metaphors

Comprehension of metaphorical expressions differs with their degree of novelty. Conventional metaphors are typically comprehended as easily as literal sentences, while novel metaphors are responded to less quickly than their conventional counterparts. However, the influence of metaphor signals on the interpretability and acceptability of sentences with metaphors, especially their potential interaction with novelty, remains an open question. We conducted six online experiments among 1,694 native speakers of American English to examine how interpretability and acceptability ratings of individually presented sentences were affected by metaphor novelty and different types of metaphor signals. Across all six experiments, we consistently found that novel metaphors decreased the interpretability and acceptability of sentences compared to both conventional metaphors and literal controls. Signals, on the contrary, did not impact the interpretability or acceptability of the sentences. Moreover, only in experiment 3b did we find an interaction between metaphor type and signals. Specifically, when a metaphor was marked by double signals (i.e., both lexical signals and a typographical signal were added around the metaphorical keywords) vs. no signals, acceptability of novel metaphors increased, but acceptability of conventional metaphors decreased. We hypothesize that the double signaling of novel metaphors marks their novelty, making them more acceptable. By contrast, the double signaling of conventional metaphors may have been perceived as redundant, leading to a lower acceptability.

A Gradient of Unisons: The Emergent Superunit in Collective Action

Abstract As design practice shifts from designing material goods to shaping and facilitating social situations, there is a compelling need to develop a richer understanding of specific social relations as facilitated by design. This article explores bodied unisons—enkinaesthetic entrainments of self + other. We present these unison acts as identifiable patterns of behavior that are observable when people coordinate, patterns that foster a move from individual to superunit. Extending the metaphor of musical unison, this article provides perspective on the varied qualities of consensus, offering insight for those designing to coordinate behavior. The disciplines of service design, interaction design, and experience design all aim to coordinate behavior toward specific ends. In each discipline, there are two or more entities (the client and the service provider, for instance) searching for congruence, and the success or failure of the interaction can be assessed through this spectrum of unisons. This study explores the definition of unison as an enkinaesthetic embodied act, provides a framework for analysis, and concludes with implications for the design profession and some ethical considerations regarding designed unisons. The analytical framework encourages novel attention to shared experience, opening avenues for intervention in experiential design fields. As a metaphoric construct and as embodied performance, unison offers participants a sense of stability and cooperation with varying degrees of independence and agency.

한국어 개념적 은유의 문화상대주의적 특성과 이에 따른 교육 방안

Objectives The purpose of this study is to analyze the face threat posed by Korean metaphors from a cultural relativist perspective and present educational approaches accordingly.
 Methods To achieve research goal, a survey was conducted with a total of 124 participants, including 48 Koreans, 56 Americans, and 20 Chinese individuals, to compare and analyze their perceptions of face threat in Korean metaphors. According to the theory of the great chain of being, we classified Korean metaphorical expressions with a threat to dignity into categories of human, animal, organic, and inanimate objects. Using SPSS version 27, we analyzed the perceptions of respondents from three countries based on their familiarity, power distance, and sex.
 Results According to the analysis, respondents from the three countries generally felt little discomfort when using person-related metaphors. However, they experienced significant face threat when using metaphors related to inanimate objects and organic substances. On the other hand, Korean and Chinese respondents showed a greater awareness of the interpersonal closeness aspect in metaphor usage, while this tendency was less pronounced among American respondents.
 Conclusions Korean, Chinese, and American respondents demonstrate a simultaneous combination of universality and cultural relativism in their perception of face threat in metaphorical expressions, depending on the relationship between the metaphorical expression and the cultural context.

예비유아교사의 전자그림책에 대한 은유분석

Objective: This study aimed to explore the formation of conceptual metaphors by pre-service early childhood teachers concerning electronic picture books. The goal is to gain insights into how these metaphors may impact the integration of electronic pictures books within early childhood education settings.
 Methods: A total of 210 pre-service early childhood teachers participated in this study and responded to a metaphorical questionnaire. The collected data were analyzed using both qualitative and quantitative methods.
 Results: The research findings categorized the 210 metaphorical expressions into the following eight main categories: Convenience, Visual Effects, Innovation, Developmental Hindrance, Immersion, Educational Effects, Ambiguity, and Enjoyment.
 Conclusions: This study analyzed metaphorical expressions and their underlying rationales among prospective preschool teachers regarding electronic picture books. The aim is to provide guidance and support for prospective teacher education to foster a proper understanding and effective utilization of electronic picture books.

구비공식구로 본 <새끼 서 발> 설화의 인물 성격과 서사적 의미

This provides an in-depth analysis of the characters and narrative significance of the Korean folktale Saekki Seo-Bal(An Unfinished Short Straw Rope) focusing on the oral-formulaic phrases of characters “Eating a meal in the warmer part and pooping in the colder part in the same room.” This oral-formulaic phrase, “Eating a meal in the warmer part and pooping in the colder part in the same room,” is fixedly and regularly combined with the folktales Saekki Seo-Bal and Chamkkaenamu(Sesame Tree). Therefore, the characters in the two folktales were named “Saekki Seo-Bal” type characters.
 The oral-formulaic phrase which appears in the character of Saekki Seo-Bal, is an essential binding element of the introductory narrative structure, linking to the success narrative of the ending section. This oral-formulaic phrase is not a rhetorical expression representing the character’s lazy behavior but a metaphorical expression of the character's deliberation or plan ahead of his social initiation. In other words, it defines the protagonist as an active person with emergent thinking who prepares to become independent from his mother and move into the world rather than as a problematic person with a lazy personality. This study interprets the folktale Saekki Seo-Bal, which is combined with the oral-formulaic phrase “Eating a Meal in the Warmer Part and Pooping in the Colder Part in the Same Room” as an initiation tale depicting a son growing from an individual to a social being.
 The social initiation process of characters consists of three stages: the preparatory stage for initiation, the stage of accumulating experiences and growth, and finally, social approval. In the first stage, characters prepare for social initiation through acts of oral-formulaic phrases. They demonstrate qualities as beginners in society by engaging in activities with materials provided by the community, such as “twisting straw ropes” in Saekki Seo-Bal and “sowing seeds” in Chamkkaenamu. The second stage appears in the narrative where the protagonist acquires the maiden who will become his wife through continuous bartering, starting with the “Saekki Seo-Bal.” Therefore, the character accumulates experience in solving problems in relationships with various others and grows into a social being with experience narratives that can solve any problem. In the third stage, the character’s abilities are tested through a “riddle bet” while returning to the community with the maiden who will become his wife. He eventually protects his wife and gains the approval of the social community as a marriage ritual.

Conceptualization of the metaphor of body parts lisanun ’tongue’ in the Koran: Cognitive semantic study

This research aims to describe the conceptualization of the metaphor of body parts lisanun 'tongue' in the Koran. The Koran, as a guide for Muslims not only uses denotative language to convey meaning, but also figurative language, one of the variants of which is metaphor. Metaphors are basically not just words but involve the human cognitive side as well. Therefore, to understand the message in the Koran, a deep understanding of the conceptualization of metaphor is required. One of the things that is often used as a metaphorical expression is parts of the human body. Therefore, it is an object that is close to human life. This research is descriptive and qualitative in nature, with the Koran as the data source. Data were analyzed using conceptual meaning theory, according to Lakoff and Johnson. The results of the research show that the body part 'tongue' in the Koran is often used metaphorically to express several things, namely (1) the tongue as an action, which consists of the act of mocking, the act of lying, the act of accountability, the act of reading, the act of not being fluent in speaking, the act of speaking, the act of exchanging news, (2) the tongue as speech, and (3) the tongue as language.

Discursive Representation of Cyber Scam in Selected Nigerian Hip Hop Songs

This study examines the representation of cyber scam in Nigerian hip hop songs. Forty-five singles of twelve Nigerian hip hop artistes constituted the study population. Purposively selected cyber scam-related lyrics of seven artistes constitute the study population. Relevant aspects of Scollon’s »Mediated Discourse Analysis Theory« (MDAT) were used to engage the data. The Nigerian government, scammers, victims and religious clerics were identified as participants in cyber scam discourse. With re-course to context, Nigerian hip hop artistes articulate specific discourse acts such as glamorisation of cyber scam, assertion of identity, appeal to scammers’ cognitive abilities and justification of cyber scam. These acts are discursively projected through metaphorical expressions, repetition, pronominal references, lexical choices and rhetorical questions. This study has contributed to scholarship on cyber fraud by identifying and describing how context functions in articulating the roles, attitudes and orientations of social actors involved in cyber scam.

Ontological Metaphorsin Pink Floyd’sselected Songs

This study is about the analysis of ontological metaphors in Pink Floyd’s selected songs based on the metaphors theory by Lakoff and Johnson. In Lakoff and Johnson theory, metaphors are divided into structural metaphors, oriental metaphors, and ontological metaphors.The author uses qualitative methods in conducting this research. Researchers focused on written data in the form of scripts from lyrics of Pink Floyd selected songs. The researcher uses Jan Mukarovsky's dynamic structuralism approach. There is a relationship between ontological metaphors, social commentary, and idealism. The purpose of this study is so that people can know the impact of ontological metaphors in songs. If they are aware, then this will benefit themselves and the people around them. This research concludes that Pink Floyd often uses ontological metaphors to convey their metaphorical expression and idealism. From this ontological metaphor in Pink Floyd's selected songs, there are plots, characters, themes, and points of view that can be analyzed.

SEMIOTICS OF HARLEY-DAVIDSON ADVERTISING THROUGH STYLISTICS AND PRAGMATICS

The article explores the semiotic construction of consumer identity through the stylistics and pragmatics of Harley-Davidson discourse, actualizing semiotic codes of its advertising. The findings provide evidence of the role of metaphorical expressions encoded in slogans and other stylistic devices in actualizing the hermeneutic code of the brand's advertising. The antitheses underlying the juxtaposition of brand values against mainstream ones underlie the symbolic code of the slogans' messages. The actional code relies on directives that stimulate the behavioral model, and implicit commissive acts, promising to fulfill the consumers’ needs. The obtained data demonstrate the semiotic function of the key signified Freedom and its derived sub-concepts in constructing the target brand identity

Cognitive Discourse Analysis of Metaphor in Dhain’s 2020 Drama “Flower and Knife”

This paper presents a critical analysis of “FLOWER AND KNIFE” by Ahmed Yasir Dhain. It was written in 2020. The play represents two couple of notions “love and hate” “flower and knife". Those notions are represented by the number of characters who reflect our views about life. The writer has shown contrastively those notions, which would be in contrastive till unknown time. The study is based on cognitive metaphor analysis, especially the conceptual metaphor. Since the analysis of conceptual metaphor has an important role in discovering the attended messages and the real meaning of the dramatic text through the mapping between the source domain and the target domain. It is also important to discover the ability of the writer to add some new concepts and change the existing ones. The study follows Kövecses' 2002 Conceptual Metaphor Model. It deals with the three types of cognitive metaphor, they are structural, orientational, and ontological. The study is qualitative, it attends to describe and analyze the data critically. It shows how different discourse structures can be critically analyzed by cognitive perceptions. The study aims to analyze the conceptual metaphor as a critical tool. It tries to discover the language's role in constructing concepts through using dramatic devices, especially conceptual metaphors. It aims to criticize the concepts of love, hate, flower, and knife and how they can influence our thoughts and construct new ones. It also aims to find out the connection between conceptual metaphor and critical discourse analysis. Based on the paper literature review and the result of data analysis, the study finds that the play is full of conceptual metaphor expressions which attend to a conceptual change. It shows that the conflict between love and hate is a conflict between man and woman in society. Women can be flowers and knives at the same time. The paper shows that the writer has used all the three types of conceptual metaphor in order to support the love purity which can destroy all hates. He wants to tell us that love can be a source of life.

Investigating Family metaphors in the speeches of American Presidents George W. Bush and Barack Obama in the United Nations General Assembly

Three salient assumptions suggested by Lakoff (1996 / 2002) in his Morality Politics Theory (MPT): (1) American political positions emerge from two independent moral worldviews that are conceptually entrenched in individuals’ beliefs about ideal families. Conservatives tend to promote the strict father (SF) family model whereas Democrats endorse the nurturant parent (NP) family model. (2) The conceptual linking or mapping of ideal parenting models onto politics occurs because people metaphorically conceptualise the nation as a family. (3) Some people may endorse both parenting models (biconceptuals), that is, they can reason about political issues using SF & NP models. Lakoff additionally argues that American politicians use two conceptual metaphors, NATION IS FAMILY and the WORLD COMMUNITY metaphors, to reason about foreign policy. Building onempirical study, this paper seeks to examine Lakoff’s(1996 / 2002) assumptionsin the speeches delivered by G. W. Bush and Barack Obama in the United Nations General Assembly. The analysis of this research corpus gives different conclusions of that suggested by Lakoff. Firstly, contrary to what was suggested by Lakoff (1996 / 2002), the data shows that Obama can be labbeled as SFand G. W. Bush as NP. Secondly, the results reveal that both speakers tend to use more logical literal entailments from the models rather than metaphorical expressions when they speak about various moral political issues.

French political symbolism and identity construction

The present study examines how the language of political symbolism operates within the framework of identity construction. It focusses on the themes of sovereignty during the 2022 French presidency of the European Union and the national presidential election campaign. On the basis of Conceptual Metaphor Theory, it suggests that, apart from purely linguistic features, extra-linguistic factors are also essential in order to convey a global view of symbolic rhetoric. The analysis is conducted according to an overall 6-tier model of figurative origins involving the parameters of personal background, political context, cultural history, reference, conceptual metaphor and linguistic metaphor. By applying the parameters of the model, it is proposed that the core of political argumentation in the corpus analysis is based on national symbols and the conceptual mapping they embody. The basic hypothesis of the model assumes that a politician attempts to portray the symbolisation of unity in accordance with his or her political background and personal biography. A political narrative is thereby created within the current political context using predominant symbols in cultural history. An over-riding factor is the role of referential points which may determine divergence in conceptual mapping. These features then lead to the construction of conceptual metaphors which can take on a particularly hyperbolic structure in the ensuing linguistic metaphors. The implications of the study highlight the important role of symbolism in political debate, its interaction with conceptual metaphor, the relevance of extra-linguistic factors portrayed by the 6-tier model, the link between cultural history and hyperbolic linguistic structures and political divergence in similar symbols.

An Exploration of Space and Time Metaphorical Expressions in Chinese and Italian

The research constitutes an initial examination of metaphorical expressions associated with temporal and spatial concepts in both the Chinese and Italian languages. Recognizing the profound influence of metaphor on cognitive constructs and linguistic representation, the study adopts a comparative analytical approach to uncover the metaphorical dimensions inherent in expressions related to time and space within these distinct linguistic frameworks. Through the examination of lexical and syntactic elements in both languages, the research aims to elucidate the subtle nuances and cultural variations that characterize the metaphorical richness of temporal and spatial discourse. By comparing Chinese and Italian linguistic structures, the study seeks to reveal commonalities and divergences in the metaphorical strategies used to express concepts related to space and time in these two languages. This comparative exploration not only contributes to a deeper understanding of the metaphorical nature embedded in Chinese and Italian discourse but also sheds light on the cultural and cognitive dimensions that shape these linguistic expressions. The findings of the study serve as a foundational exploration, paving the way for future in-depth investigations into the intricate interplay between language, metaphor, and cognition within the realms of temporal and spatial concepts in both the Chinese and Italian linguistic contexts.

Community art therapy (CAT): learning from art therapy graduate students’ perceptions

ABSTRACT Background In recent years, therapeutic approaches in the field of art therapy have gone beyond clinical models to include community models that emphasize the potential of art to influence communities in distress and encourage art therapists to expand their therapeutic interventions and extend their professional boundaries. Aims: This qualitative study was designed to better understand the experiences of art therapy graduate students who implemented community art therapy (CAT) projects during their internship after taking courses on CAT. It examined how they experienced the transition from the familiar clinical model to the community model. Results Five main themes emerged from the analysis: the students' perceptions of the differences between CAT and the familiar clinical art therapy setting, the specific role of the community art therapist, the role of the art, a sense of belonging to the community, and the power of the group in CAT. Conclusions The artistic process in CAT contribute to the co-creation of community knowledge through metaphorical expressions of identity and belonging. The students experienced the role of the community art therapist as a continuous dialectic between intervener-joiner who makes an impact and is also affected by the process personally. Engaging in a shared examination of the training of CAT allowed the educators and the students to achieve a deeper understanding of the challenges and the transformation required. Implications for practice CAT should be taught as a separate topic in art therapy programs, and CAT professionals should be trained to support and supervise students and therapists. Plain-language summary In recent years, the field of art therapy has undergone significant changes from traditional clinical to community models that emphasise the potential of art to influence communities in distress and encourage art therapists to expand their therapeutic interventions, extend their professional boundaries, and at times become social activists. This study examined 11 art therapy students’ reports on their experiences as facilitators of a community art therapy (CAT) intervention in communities of their choice. The students wrote a one-page reflection on each community intervention and completed the Helpful Aspects of Therapy (HAT) questionnaire that explores helpful and hindering events in each intervention. Five themes emerged: the students` experiences of the differences between traditional art therapy and the CAT setting in terms of the specific role of the art therapist, the role of the art, a sense of belonging to the community, and the power of the group in CAT. The students indicated that the role of the community art therapist involves a continuous dialectic between participants and the facilitator, who can make an impact but is also affected by the process personally. Overall, CAT should be taught as a separate topic in art therapy programmes and CAT professionals should be trained to support and supervise the work of students and therapists.

MODULATION OF MOVING CONCEPTUAL METAPHORS IN VIETNAMESE TRANSLATION IN ECONOMIC DISCOURSE

The emergence of Cognitive Linguistics (CL) and the introduction of Conceptual Metaphor Theory (CMT) by Lakoff and Johnson (1980) have provided a novel lens through which metaphor translation can be examined. The persistent concern of translation practice remains the effective transmission of meaning and messages. To achieve this objective, modulation may be needed to effectively communicate the intended information. This sequential mixed method study investigates the translation of metaphoric expressions rooted in the conceptual metaphor “ECONOMIC CHANGES ARE WAYS OF MOVING” in English and Vietnamese economic press releases. The findings reveal that a significant number of metaphoric expressions are retained in translation with minimal alterations, suggesting a high degree of cross-linguistic conceptual coherence concerning economic changes. However, occasional modifications are observed, highlighting the potential influence of modulations on the conceptualization of economic events and the underlying conceptual metaphors within the Vietnamese economic context. This study contributes to providing insights into the dynamic interplay between language and conceptualization in the translation of economic news.

Metaphorical language in couple's therapy: A conceptual exploration of its impact on conflict resolution

Metaphorical language, though often overlooked, plays a pivotal role in couple's therapy, shaping the dynamics of communication and influencing conflict resolution processes. This conceptual exploration delves into the multifaceted impact of metaphorical language on the therapeutic discourse within couples. Through a synthesis of existing literature and theoretical frameworks, this paper elucidates the intricate interplay between metaphorical expressions and the resolution of relational conflicts. The use of metaphorical language in couple's therapy serves as a symbolic bridge, facilitating the articulation of deeply rooted emotions and experiences that may otherwise remain inaccessible. Metaphors act as linguistic vehicles, enabling individuals to convey complex thoughts and feelings in a manner that transcends literal expression. Within the therapeutic context, metaphors offer a creative space for couples to explore their relationship dynamics, perceptions, and narratives. Furthermore, metaphorical language not only elucidates individual experiences but also shapes the shared reality constructed by couples. Metaphors can reveal underlying relational patterns, power dynamics, and unspoken assumptions, thereby fostering insight and empathy between partners. By reframing conflicts through metaphorical lenses, couples can gain a fresh perspective on their challenges, promoting collaborative problem-solving and mutual understanding. However, the impact of metaphorical language in couple's therapy is not unidimensional. Misinterpretations or divergent interpretations of metaphors may inadvertently exacerbate misunderstandings or conflicts within the therapeutic process. Therapists must navigate the nuances of metaphorical communication sensitively, balancing interpretation with validation of individual experiences and perspectives. This conceptual exploration highlights the significance of metaphorical language in shaping the therapeutic discourse and its potential implications for conflict resolution in couple's therapy. By embracing and exploring metaphorical expressions, therapists can harness the transformative power of language to facilitate insight, empathy, and ultimately, relational healing within couples. Further empirical research is warranted to elucidate the nuanced mechanisms through which metaphorical language influences therapeutic outcomes in couple's therapy.

‘Luxurious’ metaphors in luxury hotel websites in Singapore and Hong Kong: A mixed-methods study

Previous research has yielded a substantial body of empirical evidence regarding the use of metaphors in various types of discourse. However, limited research exists on the relationship between metaphor and more segmented economic industries, such as the luxury hospitality sector. The attention of this article is directed towards inspecting how metaphorical expressions are deployed by luxury hotels to construct their luxury identity and attract potential guests.A corpus of 62 lxury hotel websites from Singapore and Hong Kong is used as the contextual background for the investigation of metaphor usage in this study. Using MIPVU (Metaphor Identification Procedure VU University Amsterdam), a total of 6990 metaphorical keywords, including a diverse range of 28 source domains were observed. Among others, the five most productive source domains in the corpus are living organism, physical object, space, artifact, and motion. A mixed-methods approach that combines both quantitative data analytics and qualitative discourse analysis reveals and interprets significant associations between source domains, hotel facilities, and regions, suggesting that the choice of metaphorical expressions is not arbitrary but is influenced by specific factors related to the hotel's offerings and cultures. This study emphasises that the analysis of lexical-conceptual patterns in promotional texts can generate deeper insights into positioning strategies.