METÁFORA E VISÃO DO MUNDO: A RUPTURA DO ESTEREÓTIPO

Abstract

Based on the principle that tropes make possible a reorganization of one’s perception of the world, the paper will examine the fact that in metaphors there is the coexistence of the social perspective with subjective rhetorical modulations. This coexistence will be seen in the discourse of advertising, which deploys the right characteristics for the examination of this double situation: reiteration of the stereotype, but also the establishment of new relations between things. The role of metaphor in achieving this duality will be examined, from the point of view of both its enunciative situation and its rhetorical function in discourse.