Pictorial Metaphor in Advertising

2002-01-22
Pictorial Metaphor in Advertising

PDF Pictorial Metaphor in Advertising Download

  • Author: Charles Forceville
  • Publisher: Routledge
  • ISBN: 1134663153
  • Category : Language Arts & Disciplines
  • Languages : en
  • Pages : 248

Over the past few decades, research on metaphor has focused almost exclusively on its verbal and cognitive dimensions. In Pictorial Metaphor in Advertising, Charles Forceville argues that metaphor can also occur in pictures and draws on relevant studies from various disciplines to propose a model for the identification, classification, and analysis of 'pictorial metaphors'. By using insights taken from a range of linguistic, artistic and cognitive perspectives for example, interaction and relevance theory, Forceville shows not only how metaphor can occur in pictures, but also provides a framework within which these pictorial metaphors can be analyzed. The theoretical insights are applied to thirty advertisements and billboards of British, French, German and Dutch origin. Apart from substantiating the claim that it makes sense to talk about `pictorial metaphors', the detailed analyses of the advertisements suggest how metaphor theory can be employed as a tool in media studies. Context in its various manifestations plays a key role in the analyses. Furthermore, the results of a small-scale experiment shed light on where general agreement about the meaning of a pictorial metaphor can shade over into other more idiosyncratic but equally valid interpretations. The final chapter sketches the ways in which the insights gained can be used for further research.

Metaphors Dead and Alive, Sleeping and Waking

2009-10-15
Metaphors Dead and Alive, Sleeping and Waking

PDF Metaphors Dead and Alive, Sleeping and Waking Download

  • Author: Cornelia Müller
  • Publisher: University of Chicago Press
  • ISBN: 0226548260
  • Category : Psychology
  • Languages : en
  • Pages : 293

Traditional thinking on metaphors has divided them into two camps: dead and alive. Conventional expressions from everyday language are classified as dead, while much rarer novel or poetic metaphors are alive. In the 1980s, new theories on the cognitive processes involved with the use of metaphor challenged these assumptions, but with little empirical support. Drawing on the latest research in linguistics, semiotics, philosophy, and psychology, Cornelia Müller here unveils a new approach that refutes the rigid dead/alive dichotomy, offering in its place a more dynamic model: sleeping and waking. To build this model, Müller presents an overview of notions of metaphor from the classical period to the present; studies in detail how metaphors function in speech, text, gesture, and images; and examines the way mixed metaphors sometimes make sense and sometimes do not. This analysis leads her to conclude that metaphors may oscillate between various degrees of sleeping and waking as their status changes depending on context and intention. Bridging the gap between conceptual metaphor theory and more traditional linguistic theories, this book is a major advance for the field and will be vital to novices and initiates alike.

Verbal and pictorial metaphor in advertisement

2006-07-18
Verbal and pictorial metaphor in advertisement

PDF Verbal and pictorial metaphor in advertisement Download

  • Author: Miriam Volkmann
  • Publisher: GRIN Verlag
  • ISBN: 3638522970
  • Category : Literary Collections
  • Languages : en
  • Pages : 33

Seminar paper from the year 2004 in the subject English Language and Literature Studies - Linguistics, grade: 1,0, University of Frankfurt (Main) (Institut für England- und Amerikastudien), course: Verbal and pictorial metaphor in political and advertising discourse, language: English, abstract: The wordmetaphorhas its origin in the Greek wordmetaphorá,a noun meaning "a transfer, especially in meaning, from one word to another". It comes ultimately from the verbmetaphérein"transfer, carry over", composed ofmeta-"over, across" andphérein"carry, bear". (cf. The Cambridge Encyclopaedia 1990→metaphor). Throughout the centuries theorists have tried to define general rules for this transfer in meaning and have generally considered possible underlying mechanisms of this fascinating phenomenon. The early theories, dating back in history as far as Aristotle’s times, see metaphor as a figure of speech and therefore alanguagephenomenon. This view remained dominant until the middle of the 20thcentury, when cognitive linguists proposed that the locus of metaphor is not language, butthought,and therefore developed a whole new approach to metaphor. In the last decades some authors have also extended these findings from verbal metaphor to the realm of pictorial metaphor. In the first part of this paper I will give an overview of the development of these theories. I will put special emphasis on the contemporary theories of metaphor and especially those which deal with instances of so-called creative metaphor. I have selected those approaches which are most relevant for my analysis of a selection of press advertisements, involving pictorial and verbal-pictorial metaphor, which follows in the second part of this paper.

Go Figure! New Directions in Advertising Rhetoric

2008
Go Figure! New Directions in Advertising Rhetoric

PDF Go Figure! New Directions in Advertising Rhetoric Download

  • Author: Edward F. McQuarrie
  • Publisher: M.E. Sharpe
  • ISBN: 0765621339
  • Category : Art
  • Languages : en
  • Pages : 330

Rhetorical scholarship has found rich source material in the disciplines of advertising, communications research, and consumer behavior. Advertising, considered as a kind of communication, is distinguished by its focus on causing action. Its goal is not simply to communicate ideas, educate, or persuade, but to move a prospect closer to a purchase. The editors of "Go Figure! New Directions in Advertising Rhetoric" have been involved in developing the scholarship of advertising rhetoric for many years. In this volume they have assembled the most current and authoritative new perspectives on this topic. The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric. In the opening and closing chapters editors Ed McQuarrie and Barbara Phillips provide an integrative view of the current state of the art in advertising rhetoric

The Use of Metaphor in On-line Advertising

1998
The Use of Metaphor in On-line Advertising

PDF The Use of Metaphor in On-line Advertising Download

  • Author: Elizabeth M. Anderson
  • Publisher:
  • ISBN:
  • Category :
  • Languages : en
  • Pages :

ABSTRACT (cont.): Shopping sites tended to use more pictorial, clickable, and directional metaphors than non-shopping sites. Verbal and verbo-pictorial metaphors tended to appear more often in non-shopping sites. Verbal, verbo-pictorial, and clickable metaphors were shown to have the greatest discriminating power in differentiating shopping versus non-shopping web sites. The study of metaphor in on-line advertising is still in its infancy and requires further research. Advertisers could benefit from experimental consumer research on reactions and interactions with on-line metaphors. Paired with competitive market research such as this study provides, advertisers would have useful tools when developing an on-line presence.

How do metaphors in advertising influence consumer response?

2016-04-08
How do metaphors in advertising influence consumer response?

PDF How do metaphors in advertising influence consumer response? Download

  • Author: Dejla Hrnjadovic
  • Publisher: GRIN Verlag
  • ISBN: 3668191182
  • Category : Business & Economics
  • Languages : en
  • Pages : 22

Seminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, European University Viadrina Frankfurt (Oder), course: International Marketing, language: English, abstract: In current advertising literature, metaphors are widely used by marketers to deliver marketing communication messages in a creative way and to prompt new ways of thinking. Clearly, advertisers have come to believe that it is not sufficient just to state the product ́s attributes any longer and therefore have moved away from the more traditional way of advertising. By presenting the characteristics metaphorically, they attempt to capture the consumers ́ interest and attention and shift their response in the desired direction. Nevertheless, such visual argumentation is complex and advertisers have recently had to make a decision about what kind of metaphors to include in their ads in order to influence the audience in a positive way and to be effective in advertising. The present paper initially refers to the theoretical framework of metaphors, describing the different types of metaphors and ways they can be represented as well as two different variables that have been identified to exert an influence on the consumers’ choice. Subsequently, the ways how metaphors, as figures of speech, can affect consumer response and achieve a persuasive effect, are described. In this case the elaboration likelihood model is explained in greater detail as it plays a moderating role concerning the information processing of consumers when they are exposed to a metaphorical expression or artful deviation in general. Furthermore, the effectiveness of verbal versus visual metaphors is illustrated as well as the impact that modes of representation such as juxtapositioning or synthesis can have on consumer belief and response. Consequently, it is possible to deduce managerial implications from the summarized results and thus to make recommendations on how marketers can strategically include metaphors in order to maximize the effectiveness of their ads.

Semiotics of the Media

2016-12-19
Semiotics of the Media

PDF Semiotics of the Media Download

  • Author: Winfried Nöth
  • Publisher: Walter de Gruyter GmbH & Co KG
  • ISBN: 3110803615
  • Category : Language Arts & Disciplines
  • Languages : en
  • Pages : 908

Visual Metaphor

2018-12-15
Visual Metaphor

PDF Visual Metaphor Download

  • Author: Gerard J. Steen
  • Publisher: John Benjamins Publishing Company
  • ISBN: 9027263477
  • Category : Language Arts & Disciplines
  • Languages : en
  • Pages : 198

Metaphor has recently been reconceptualised as a fundamental part of the human conceptual system. It can hence be expressed in language but also in other modalities and media of communication, including gesture and body language, sound and music, and film and visuals. In spite of this theoretical landslide, however, the wide range of nonverbal metaphor and its processing has neither been empirically investigated on the same scale nor with the same rigour as metaphor in language. The overarching goal of this book is to report on the findings of a research program aimed at exploiting the vast cognitive linguistic and psycholinguistic expertise on metaphor in language for a new, behaviourally founded approach to the structure and processes of metaphor in one of these nonverbal manifestations, namely static visuals. The book presents concepts and methods for the identification and analysis of metaphor in document structure as well as new approaches to the study of visual metaphor processing. Its results are intended to further the development of an encompassing and robust cognitive-scientific theory of metaphor by including visual metaphor while also enriching our understanding of the communicative possibilities and effects of visual metaphor in multimodal discourse.

Visual Metaphors

2022-09-15
Visual Metaphors

PDF Visual Metaphors Download

  • Author: Réka Benczes
  • Publisher: John Benjamins Publishing Company
  • ISBN: 902725740X
  • Category : Language Arts & Disciplines
  • Languages : en
  • Pages : 292

Whenever we think about the world – including its concrete and abstract entities – we typically see a series of so-called mental images in front of our eyes that aid us in everyday problem solving and navigating ourselves in the world. Visual metaphors, similarly to their linguistic counterparts, largely build on such images. Nevertheless, the interplay of metaphorical/metonymical text and imagery is not necessarily (and not usually) straightforward and raises complex theoretical and methodological questions. The eleven chapters in this collection address a wide range of such challenges, such as what are visual metaphors in the first place; how can they be identified; what is their relationship to linguistic metaphors; what are their most common manifestations; what knowledge structures are required for their interpretation; and how do they interact with metonymies. The studies cut across linguistics, politics, philosophy, poetry, art and history – highlighting the ubiquitous role that visual metaphor plays in everyday life and conceptualizations. Originally published as special issue of Cognitive Linguistic Studies 7:1 (2020).

Taboo in Advertising

2008
Taboo in Advertising

PDF Taboo in Advertising Download

  • Author: Elsa Simões Lucas Freitas
  • Publisher: John Benjamins Publishing
  • ISBN: 9027254230
  • Category : Language Arts & Disciplines
  • Languages : en
  • Pages : 240

Taboos are much more than just a synonym of 'forbidden'. Proof of the concept's complexity can be found in the way ads often try to hide the taboo inherent to their products or, conversely, in the way certain taboo readings are foregrounded on purpose in other ads. This volume shows why and how that happens, using print and television ads to exemplify (a) the elaborate strategies used by ads for certain products to cleverly hide the taboo inherent to them, and (b) the deliberate recourse to taboo references in ads for products that do not present any taboo connotation. The linguistic analysis undertaken takes into account the different modes (verbal language, music, sound effects, moving and static images) that convey meaning in ads. Taboo is very often conveyed or disguised through one of the channels while the others play the opposite role, thus achieving a balance that prevents the ad from being too obscure to be understood or too daring for the general public to accept it. For this comprehensive approach, concepts are drawn from different disciplines: textual and semiotic analysis from linguistics, theories of taboo from anthropology, and background to advertising from media studies.