We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Metaphorical expressions and address terms in Pentecostals' advertisements in Harare, Zimbabwe.
- Authors
Mutonga, Lovemore
- Abstract
The study focuses on metaphorical expressions and address terms as they are used by Pentecostals when advertising their events such as crusades, all-night prayers and Sunday services on banners, billboards and posters in Harare. The main thrust of this study is to address how effectively these Pentecostals employ these linguistic strategies to lure potential congregants to the events being advertised. Therefore, the study explores the function and significance of metaphorical expressions and address terms as they are used by Pentecostals. The study is qualitative in nature and employs document analysis and semi-structured interviews as data gathering methods. The study was informed by Discourse Analysis (DA). The study establishes that the meaning of metaphorical expressions and address terms are context based, they are determined by situational factors such context and culture. This research contributes to our understanding of religious discourse in general, and to the Prophetic Movement discourse in particular.
- Subjects
HARARE (Zimbabwe); ADVERTISING; DISCOURSE analysis; PRAYER meetings; SEMI-structured interviews
- Publication
NAWA Journal of Language & Communication, 2019, Vol 13, Issue 2, p28
- ISSN
1993-3835
- Publication type
Article