Resumen

AGUILAR LEYVA, Oquitzin. Audiovisual metaphor, discourse and power: cognitive optics II. Rev. mex. cienc. polít. soc [online]. 2012, vol.57, n.215, pp.06-42. ISSN 0185-1918.

In his article, the author examines the diverse persuasif strategies implemented by audiovisual political ads, accessed from the viewpoint of the cognitive-semantic principles that describe language thought interactions. In order to do this, the author aim the audiovisual metaphor strategy, since its recurrency on todays political communication make of this strategy a clear example on how discourse influences the elector's representations, the meanings he builts and hence the so-called "public opinión".

Palabras llave : metaphor; audiovisual; cognition; power; politic image; persuasion; ads; mental spaces; cognitif semantics.

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