• Home
  • Browse
    • Current Issue
    • By Issue
    • By Author
    • By Subject
    • Author Index
    • Keyword Index
  • Journal Info
    • About Journal
    • Aims and Scope
    • Editorial Board
    • Publication Ethics
    • Peer Review Process
  • Guide for Authors
  • Submit Manuscript
  • Contact Us
 
  • Login
  • Register
Home Articles List Article Information
  • Save Records
  • |
  • Printable Version
  • |
  • Recommend
  • |
  • How to cite Export to
    RIS EndNote BibTeX APA MLA Harvard Vancouver
  • |
  • Share Share
    CiteULike Mendeley Facebook Google LinkedIn Twitter
CDELT Occasional Papers in the Development of English Education
arrow Articles in Press
arrow Current Issue
Journal Archive
Volume Volume 89 (2025)
Volume Volume 88 (2024)
Volume Volume 87 (2024)
Volume Volume 86 (2024)
Volume Volume 85 (2024)
Volume Volume 84 (2023)
Volume Volume 83 (2023)
Volume Volume 82 (2023)
Volume Volume 81 (2023)
Issue Issue 1
Volume Volume 80 (2022)
Volume Volume 79 (2022)
Volume Volume 78 (2022)
Volume Volume 77 (2022)
Volume Volume 76 (2021)
Volume Volume 75 (2021)
Volume Volume 74 (2021)
Volume Volume 73 (2021)
Volume Volume 72 (2020)
Volume Volume 71 (2020)
Volume Volume 70 (2020)
Volume Volume 69 (2020)
Volume Volume 68 (2019)
Volume Volume 67 (2019)
Volume Volume 66 (2019)
Volume Volume 65 (2018)
Volume Volume 64 (2018)
Volume Volume 63 (2017)
Volume Volume 62 (2016)
Volume Volume 61 (2016)
Volume Volume 60 (2015)
Volume Volume 59 (2015)
Ragab, D. (2023). Orange the Egyptian Telecom Ad during Covid - 19 Lockdown: A Conceptual Metaphor Analysis. CDELT Occasional Papers in the Development of English Education, 81(1), 97-108. doi: 10.21608/opde.2023.298825
Dina Ibrahim Ahmed Ragab. "Orange the Egyptian Telecom Ad during Covid - 19 Lockdown: A Conceptual Metaphor Analysis". CDELT Occasional Papers in the Development of English Education, 81, 1, 2023, 97-108. doi: 10.21608/opde.2023.298825
Ragab, D. (2023). 'Orange the Egyptian Telecom Ad during Covid - 19 Lockdown: A Conceptual Metaphor Analysis', CDELT Occasional Papers in the Development of English Education, 81(1), pp. 97-108. doi: 10.21608/opde.2023.298825
Ragab, D. Orange the Egyptian Telecom Ad during Covid - 19 Lockdown: A Conceptual Metaphor Analysis. CDELT Occasional Papers in the Development of English Education, 2023; 81(1): 97-108. doi: 10.21608/opde.2023.298825

Orange the Egyptian Telecom Ad during Covid - 19 Lockdown: A Conceptual Metaphor Analysis

Article 4, Volume 81, Issue 1, January 2023, Page 97-108  XML PDF (773.54 K)
Document Type: Original Article
DOI: 10.21608/opde.2023.298825
View on SCiNiTO View on SCiNiTO
Author
Dina Ibrahim Ahmed Ragab
Instructor in the English Department German University in Cairo (GUC)
Abstract
Telecom companies attempt to create inventive ads during the Coronavirus pandemic and the lockdown crisis. People suffer from psychological distress. They need help to shift from anxiety and boredom to relaxation and fun. Advertisers use many sophisticated techniques to construct their discourse. The metaphor is the most important tool in advertising when it comes to verbal strategies. Previous research concentrated on ads with respect to persuasion, yet the blend between the cognitive field and the advertising discourse is still under investigation. The aim of this research is to explore the conceptual metaphors in Orange Egypt Ad with reference to Lakoff and Johnson’s Conceptual Metaphor Theory(CMT). The research questions investigate the CMs used and the corresponding themes. There are nine ontological metaphors, three metonymies, and three orientational metaphors. There are references to multimodal metaphors. The themes encompassed are psychological and social support, in addition to the theme of dynamism.
Keywords
conceptual & visual metaphors; advertising discourse
Statistics
Article View: 202
PDF Download: 359
Home | Glossary | News | Aims and Scope | Sitemap
Top Top

Journal Management System. Designed by NotionWave.