A constituição metafórica e metonímica de anúncios escolares

Abstract

In this work we analyze how advertisements of private schools in Fortaleza, Ceara, Brazil, use primary and conceptual metaphors as arguments associated to successful students who have passed their university entrance examinations and how the qualities related to those students by means of such metaphors are metonymically transferred to the teaching institutions that produce the advertisements. The result of the study indicates that the use of metaphor and metonymy in the ads is responsible for the ideologically positive impressions of the schools and the creation of a cognitive model in which the role of education is dangerously restricted.