The Interuniversity Group Cognition in Action Campus Iberus (GA_ICON), with which the University of La Rioja collaborates, organizes on July 6 and 8 'Vermutáfora 2023', an activity that will analyze both the role played by the metaphor as a cognitive resource and its operation, as well as its limits, restrictions and dangers.
The first of the two scheduled activities will be held on Thursday, July 6 at 7:00 pm in the space La Chimenea del Parque del Ebro in Logroño. In collaboration with the Universidad Popular de Logroño, a talk-theater will be held under the title 'Power, Lies and Metaphorical Myths', during which it will bring the general public closer to the true nature of conceptual metaphor, its power and its applications in the real world (in advertising, political discourse, language acquisition, etc.).
In the development of the talk-theater (without capacity limitations or need for prior registration) will highlight and refute the main myths associated with metaphors and that is often mistakenly considered a literary resource for experts that obscures the processing of language.
On Saturday morning, July 8, at 12:00 noon, Vermutáfora 2023 will move to the Bar Espacio Odisea (c/ Teresa Gil de Garate, 15, Logroño) to hold the meeting 'Maridando Lenguaje, Publicidad y ChorizoS' between advertisers, local companies and linguists in a session in which the analysis of the advertising campaign Vota Chorizo de la IGP del chorizo riojano by the advertising company Hola Jorge will be discussed.
Seating is limited to 60 people and anyone wishing to attend must register in advance through the following link:
During this session, the relevance of the conceptual metaphor and other aspects of oral and multimodal language in the success of the campaign will be addressed. The event will include a small workshop-contest in which attendees will be able to demonstrate their handling of conceptual metaphors.
In addition, there will be a tasting of tacos prepared by four Rioja chefs with Rioja PGI chorizo as the main ingredient: 'Tontolaba', by Diego Roman (Roman Cuisine); 'Ababol', by Millán Avellaneda (El Arca); 'Bobochorra', by José Ignacio Gordo (Aromas de Rioja by Zenit Calahorra); and 'Cenutrio', by Cristian Solana (Restaurante El Puntido, Páganos).
Vermutáfora 2023 is organized by the ICON Action Group (Campus Iberus), with funding from the MultiMetAR research project (LMP143_21; Government of Aragon) and with the collaboration of the University of La Rioja, the University of Zaragoza, the Universidad Popular de Logroño, the advertising firm ¡Hola Jorge!, the IGP Chorizo Riojano, the Bar Espacio Odisea and the bar La Chimenea in Logroño and ACYRE, the association of Chefs and Pastry Chefs of La Rioja.
