<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The subject of this article is the extensive use of metalepsis as an argumentative and rhetorical 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.</p></abstract>

The subject of this article is the extensive use of metalepsis as an argumentative and rhetorical 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.

Put a Tiger in Your Text

Ph.D., Associate Professor, Director of Studies, School of Computer Science and Communication, Royal Institute of Technology, Stockholm

Nordicom Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"subtitle":"Metalepsis and Media Discourse","article-title":"Put a Tiger in Your Text"}

The subject of this article is the extensive use of metalepsis as an argumentative and rhetorical device in media discourse, and in particular in advertising....

Put a Tiger in Your Text

Published Online: Jan 30, 2017

Page range: 103 - 114

DOI: https://doi.org/10.1515/nor-2017-0123

Keywords
advertising, metalepsis, metonymy, rhetoric, media discourse

© 2010 Leif Dahlberg, published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Put a Tiger in Your Text

Published Online: Jan 30, 2017

Page range: 103 - 114

DOI: https://doi.org/10.1515/nor-2017-0123

Keywordsadvertising, metalepsis, metonymy, rhetoric, media discourse

© 2010 Leif Dahlberg, published by De Gruyter Open

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
advertising, metalepsis, metonymy, rhetoric, media discourse