Conceptual Metaphor and Embodiment in the Notion of “Costa Rica—Green” in Essential Costa Rica

Conceptual Metaphor and Embodiment in the Notion of “Costa Rica—Green” in Essential Costa Rica

Detalles Bibliográficos
Autores principales: Mora Calvo, María Anette, Ortiz Garita, Ruth
Formato: Online
Idioma:spa
eng
Publicado: Escuela de Literatura y Ciencias del Lenguaje 2024
Acceso en línea:https://www.revistas.una.ac.cr/index.php/letras/article/view/20242
id LETRAS20242
record_format ojs
spelling LETRAS202422024-07-03T01:28:26Z Conceptual Metaphor and Embodiment in the Notion of “Costa Rica—Green” in Essential Costa Rica Metáfora conceptual y embodiment en la noción «Costa Rica verde» en Esencial Costa Rica Mora Calvo, María Anette Ortiz Garita, Ruth Mora Calvo, María Anette Ortiz Garita, Ruth semantic metaphorical analysis identity image natural resource tourism tourism publicity semántica análisis metafórico imagen identitaria recurso natural turismo publicidad turística A semantic analysis is presented of the advertising language used by the brand Essential Costa Rica. A measurable strategy based on the conceptual metaphor “green is gold” is evident in these texts. It is examined using two macrocategories present in the words and expressions that make up the brand’s tourism advertising: “Costa Rica awaits a treasure” and “Costa Rica is a paradise.” They both generate an identity image of the region, apparently idyllic and paradisiacal, where socio-environmental problems typical of the reality that the country faces are distorted and become invisible. Se expone un análisis semántico del lenguaje publicitario empleado por la marca Esencial Costa Rica. En los textos se manifiesta una estrategia mensurable desde la metáfora conceptual «el verde es oro», que se examina a partir de dos macrocategorías presentes en los vocablos y expresiones que configuran la publicidad turística de la marca: «Costa Rica aguarda un tesoro» y «Costa Rica es un paraíso». Ambas generan una imagen identitaria de la región, en apariencia, idílica y paradisíaca, lo cual distorsiona e invisibiliza problemas socioambientales propios de la realidad que enfrenta el país. Escuela de Literatura y Ciencias del Lenguaje 2024-07-02 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf text/html application/epub+zip audio/mpeg audio/mpeg https://www.revistas.una.ac.cr/index.php/letras/article/view/20242 10.15359/rl.2-76.5 LETRAS; No. 76 (2024): Letras. July-December; 102-131 LETRAS; Núm. 76 (2024): Letras. Julio-Diciembre; 102-131 2215-4094 1409-424X spa eng https://www.revistas.una.ac.cr/index.php/letras/article/view/20242/31122 https://www.revistas.una.ac.cr/index.php/letras/article/view/20242/31123 https://www.revistas.una.ac.cr/index.php/letras/article/view/20242/31124 https://www.revistas.una.ac.cr/index.php/letras/article/view/20242/31125 https://www.revistas.una.ac.cr/index.php/letras/article/view/20242/31126 Derechos de autor 2024 LETRAS
institution Universidad Nacional de Costa Rica
collection Letras
language spa
eng
format Online
author Mora Calvo, María Anette
Ortiz Garita, Ruth
Mora Calvo, María Anette
Ortiz Garita, Ruth
spellingShingle Mora Calvo, María Anette
Ortiz Garita, Ruth
Mora Calvo, María Anette
Ortiz Garita, Ruth
Conceptual Metaphor and Embodiment in the Notion of “Costa Rica—Green” in Essential Costa Rica
author_facet Mora Calvo, María Anette
Ortiz Garita, Ruth
Mora Calvo, María Anette
Ortiz Garita, Ruth
author_sort Mora Calvo, María Anette
title Conceptual Metaphor and Embodiment in the Notion of “Costa Rica—Green” in Essential Costa Rica
title_short Conceptual Metaphor and Embodiment in the Notion of “Costa Rica—Green” in Essential Costa Rica
title_full Conceptual Metaphor and Embodiment in the Notion of “Costa Rica—Green” in Essential Costa Rica
title_fullStr Conceptual Metaphor and Embodiment in the Notion of “Costa Rica—Green” in Essential Costa Rica
title_full_unstemmed Conceptual Metaphor and Embodiment in the Notion of “Costa Rica—Green” in Essential Costa Rica
title_sort conceptual metaphor and embodiment in the notion of “costa rica—green” in essential costa rica
title_alt Metáfora conceptual y embodiment en la noción «Costa Rica verde» en Esencial Costa Rica
publisher Escuela de Literatura y Ciencias del Lenguaje
publishDate 2024
url https://www.revistas.una.ac.cr/index.php/letras/article/view/20242
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