Metaphorical and Metonymical Compounds in Brand Names and Advertisement Slogans of Commercial Products and Services.

The present study reports the use of metaphorical and metonymical compound expressions in the brand names and advertisement slogans of some selected commercial products and services with a view to exploring semantic patterns of those compounds. Because of having particular meaning structures, these compounds make the audience interpret them in a way as desired by the authority, hence achieving the goals of persuasion. These metaphorical and metonymical compound expressions do not follow the regular morphological structures of English compounding but are motivated by metaphorical and/or metonymical realization of the word, which helps the company present their products and services in a new fashion that has not been thought of by the audience before. The paper further highlights the benefits that the companies may derive because of using such compounds instead of the traditional compound expressions in the brand names and advertisement slogans of the products and services. [ABSTRACT FROM AUTHOR]

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