Ad hoc concepts in humorous financial metaphors. A pragmatic approach

• Mateo, José ^[1] ; Yus, Francisco ^[1]
  1. [1] Universitat d'Alacant

     Universitat d'Alacant

     Alicante, España

     
• Localización: Metaphor in economics and specialised discourse / coord. por José Mateo Martínez, Francisco Yus Ramos, 2021, ISBN 978-3-0343-4048-9, págs. 17-39
• Idioma: inglés
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  • According to relevance theory (Sperber & Wilson 1995), on many occasions (if not all), the concept that underlies a word (its coded concept) has to be adjusted pragmatically when it is interpreted, in such a way that the prototypical concept associated with that word (as one would find in a dictionary, for example) is slightly different from the one actually communicated in a context (called ad hoc concept). This communicated concept may be narrower than the coded concept, or broader or a combination of both, which is typical of many metaphors. In all of these cases, the ad hoc concept that is eventually communicated only resembles the concept coded in the utterance. In this chapter we apply this relevance-theoretic proposal of concept adjustment to the analysis of humorous financial metaphors.