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My PhD thesis focuses on the argumentative role of metaphor and metonymy in successful print ads. Behind their ludus, advertisements appeal to our ability to reason by using various semiotic modes and figures of speech. This research aims at unveiling the rhetorical strategies advertisers employ in order to persuade consumers that the product is worth buying.
I am interested in: advertising strategies, semiotics, rhetoric and tropes, argumentation theory, multimodality.
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