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Title: Llenguatge, cervell, gènere i publicitat. Anàlisi comparativa de les Metàfores Conceptuals a través d’alguns exemples prototípics dels últims anys
Author: Bordes Sansano, Estefania
Tutor: Pérez i Brufau, Roger  
Abstract: This work focuses on the field of Cognitive Linguistics (CL), specifically theories of cognitive semantics, such as Conceptual Metaphor (MC) theory and prototype theory. Using this cognitive perspective, it analyzes how metaphors influence consumer perception and, also, tries to establish the relationship they have with the brain and cultural stereotypes. On the other hand, it examines how gender stereotypes have evolved over time and their connection with gender. It should be noted that neuroscience studies are incorporated in order to investigate how the brain can influence behavior and biological gender identity. Finally, a comparative analysis of advertisements from the last years is proposed, in which metaphors are identified, gender prototypes and stereotypes are pointed out and their evolution over time is assessed.
Keywords: cognitive linguistics
gender studies
social and cultural stereotypes
conceptual metaphor
Document type: info:eu-repo/semantics/bachelorThesis
Issue Date: Feb-2024
Publication license:  
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