Pictorial Metaphor In Advertising

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Pictorial Metaphor in Advertising

Author : Charles Forceville
Publisher : Routledge
ISBN 13 : 1134663145
Total Pages : 248 pages
Book Rating : 4.1/5 (346 download)

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Book Synopsis Pictorial Metaphor in Advertising by : Charles Forceville

Download or read book Pictorial Metaphor in Advertising written by Charles Forceville and published by Routledge. This book was released on 2002-01-22 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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

Author : Cornelia Müller
Publisher : University of Chicago Press
ISBN 13 : 0226548260
Total Pages : 293 pages
Book Rating : 4.2/5 (265 download)

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Book Synopsis Metaphors Dead and Alive, Sleeping and Waking by : Cornelia Müller

Download or read book Metaphors Dead and Alive, Sleeping and Waking written by Cornelia Müller and published by University of Chicago Press. This book was released on 2009-10-15 with total page 293 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Pictorial Metaphor in Advertising

Author : Charles Forceville
Publisher : Routledge
ISBN 13 : 1134663153
Total Pages : 248 pages
Book Rating : 4.1/5 (346 download)

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Book Synopsis Pictorial Metaphor in Advertising by : Charles Forceville

Multimodal Metaphor

Author : Charles Forceville
Publisher : Walter de Gruyter
ISBN 13 : 3110205157
Total Pages : 487 pages
Book Rating : 4.1/5 (12 download)

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Book Synopsis Multimodal Metaphor by : Charles Forceville

Download or read book Multimodal Metaphor written by Charles Forceville and published by Walter de Gruyter. This book was released on 2009 with total page 487 pages. Available in PDF, EPUB and Kindle. Book excerpt: Metaphor pervades discourse and may govern how we think and act. But most studies only discuss its verbal varieties. This book examines metaphors drawing on combinations of visuals, language, gestures, sound, and music. Investigated texts include ad

Verbal and pictorial metaphor in advertisement

Author : Miriam Volkmann
Publisher : GRIN Verlag
ISBN 13 : 3638522970
Total Pages : 33 pages
Book Rating : 4.6/5 (385 download)

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Book Synopsis Verbal and pictorial metaphor in advertisement by : Miriam Volkmann

Download or read book Verbal and pictorial metaphor in advertisement written by Miriam Volkmann and published by GRIN Verlag. This book was released on 2006-07-18 with total page 33 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Visual Metaphor

Author : Gerard J. Steen
Publisher : John Benjamins Publishing Company
ISBN 13 : 9027263477
Total Pages : 198 pages
Book Rating : 4.0/5 (272 download)

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Book Synopsis Visual Metaphor by : Gerard J. Steen

Download or read book Visual Metaphor written by Gerard J. Steen and published by John Benjamins Publishing Company. This book was released on 2018-12-15 with total page 198 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Multimodal Metaphor and Metonymy in Advertising

Author : Paula Pérez Sobrino
Publisher : John Benjamins Publishing Company
ISBN 13 : 9027264678
Total Pages : 242 pages
Book Rating : 4.0/5 (272 download)

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Book Synopsis Multimodal Metaphor and Metonymy in Advertising by : Paula Pérez Sobrino

Download or read book Multimodal Metaphor and Metonymy in Advertising written by Paula Pérez Sobrino and published by John Benjamins Publishing Company. This book was released on 2017-12-15 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: Metaphor and metonymy appeal to us because they evoke mental images in unique but still recognisable ways. The potential for figurative thought exists in everyone, and it pervades our everyday social interactions. In particular, advertising offers countless opportunities to explore the way in which people think creatively through metaphor and metonymy. The thorough analysis of a corpus of 210 authentic printed advertisements shows the central role of multimodal metaphor, metonymy, and their patterns of interaction, at the heart of advertising campaigns. This book is the first in-depth research monograph to bring together qualitative and quantitative evidence of metaphor-metonymy combinations in real multimodal discourse. It combines detailed case study analyses with corpus-based analysis and psycholinguistic enquiry to provide the reader with a prismatic approach to the topic of figurative language in multimodal advertising. Besides its theoretical contribution to the field of multimodal figurative language, this monograph has a wide number of practical applications due to its focus on advertising and the communicative impact of creative messages on consumers. This book will pave the way for further qualitative and quantitative research on the ways in which figurative language shapes multimodal discourse, and how it relates to our everyday creative thinking.

Go Figure! New Directions in Advertising Rhetoric

Author : Edward F. McQuarrie
Publisher : M.E. Sharpe
ISBN 13 : 0765621339
Total Pages : 330 pages
Book Rating : 4.7/5 (656 download)

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Book Synopsis Go Figure! New Directions in Advertising Rhetoric by : Edward F. McQuarrie

Download or read book Go Figure! New Directions in Advertising Rhetoric written by Edward F. McQuarrie and published by M.E. Sharpe. This book was released on 2008 with total page 330 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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

Multimodal Argumentation and Rhetoric in Media Genres

Author : Assimakis Tseronis
Publisher : John Benjamins Publishing Company
ISBN 13 : 9027264694
Total Pages : 313 pages
Book Rating : 4.0/5 (272 download)

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Book Synopsis Multimodal Argumentation and Rhetoric in Media Genres by : Assimakis Tseronis

Download or read book Multimodal Argumentation and Rhetoric in Media Genres written by Assimakis Tseronis and published by John Benjamins Publishing Company. This book was released on 2017-12-15 with total page 313 pages. Available in PDF, EPUB and Kindle. Book excerpt: This collection advances the study of context-dependent characteristics of argumentative discourse by examining a variety of media genres in which text and image (and other semiotic modes) combine to create meaning. The chapters have been written by an international group of senior and junior scholars researching multimodal argumentation in the last two decades. In each chapter, a specific approach to argumentation and rhetoric is combined with insights from visual studies, metaphor theory, scientific visualization, cognitive science, semiotics, conversation analysis, or (documentary) film theory in order to explain how multimodal genres function argumentatively and rhetorically. Together the chapters present a state-of-the-art in the analysis of multimodal argumentation in such diverse genres as print advertisements, news photographs, scientific illustrations, political cartoons, documentaries, film trailers, political TV advertisements, public debates, and political speeches. The volume will be of interest to advanced students and scholars in argumentation studies, rhetoric, and multimodal communication.

The Handbook of Organizational Rhetoric and Communication

Author : Oyvind Ihlen
Publisher : John Wiley & Sons
ISBN 13 : 1119265738
Total Pages : 533 pages
Book Rating : 4.1/5 (192 download)

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Book Synopsis The Handbook of Organizational Rhetoric and Communication by : Oyvind Ihlen

Download or read book The Handbook of Organizational Rhetoric and Communication written by Oyvind Ihlen and published by John Wiley & Sons. This book was released on 2018-08-14 with total page 533 pages. Available in PDF, EPUB and Kindle. Book excerpt: A one-stop source for scholars and advanced students who want to get the latest and best overview and discussion of how organizations use rhetoric While the disciplinary study of rhetoric is alive and well, there has been curiously little specific interest in the rhetoric of organizations. This book seeks to remedy that omission. It presents a research collection created by the insights of leading scholars on rhetoric and organizations while discussing state-of-the-art insights from disciplines that have and will continue to use rhetoric. Beginning with an introduction to the topic, The Handbook of Organizational Rhetoric and Communication offers coverage of the foundations and macro-contexts of rhetoric—as well as its use in organizational communication, public relations, marketing, management and organization theory. It then looks at intellectual and moral foundations without which rhetoric could not have occurred, discussing key concepts in rhetorical theory. The book then goes on to analyze the processes of rhetoric and the challenges and strategies involved. A section is also devoted to discussing rhetorical areas or genres—namely contextual application of rhetoric and the challenges that arise, such as strategic issues for management and corporate social responsibility. The final part seeks to answer questions about the book’s contribution to the understanding of organizational rhetoric. It also examines what perspectives are lacking, and what the future might hold for the study of organizational rhetoric. Examines the advantages and perils of organizations that seek to project their voices in order to shape society to their benefits Contains chapters working in the tradition of rhetorical criticism that ask whether organizations’ rhetorical strategies have fulfilled their organizational and societal value Discusses the importance of obvious, traditional, nuanced, and critically valued strategies such as rhetorical interaction in ways that benefit discourse Explores the potential, risks, paradoxes, and requirements of engagement Reflects the views of a team of scholars from across the globe Features contributions from organization-centered fields such as organizational communication, public relations, marketing, management, and organization theory The Handbook of Organizational Rhetoric and Communication will be an ideal resource for advanced undergraduate students, graduate students, and scholars studying organizational communications, public relations, management, and rhetoric.

Visual Branding

Author : Edward F. McQuarrie
Publisher : Edward Elgar Publishing
ISBN 13 : 1785365428
Total Pages : 288 pages
Book Rating : 4.7/5 (853 download)

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Book Synopsis Visual Branding by : Edward F. McQuarrie

Download or read book Visual Branding written by Edward F. McQuarrie and published by Edward Elgar Publishing. This book was released on 2016-12-30 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: Visual Branding pulls together analyses of logos, typeface, color, and spokes-characters to give a comprehensive account of the visual devices used in branding and advertising. The book places each avenue for visual branding within a rhetorical framework that explains what that device can accomplish for the brand. It lays out the available possibilities for constructing logos and distinguishes basic types along with examples of their use and evolution over time.

Pictorial Framing in Moral Politics

Author : Ahmed Abdel-Raheem
Publisher : Routledge
ISBN 13 : 0429786921
Total Pages : 203 pages
Book Rating : 4.4/5 (297 download)

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Book Synopsis Pictorial Framing in Moral Politics by : Ahmed Abdel-Raheem

Download or read book Pictorial Framing in Moral Politics written by Ahmed Abdel-Raheem and published by Routledge. This book was released on 2018-10-26 with total page 203 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book seeks to extend research on framing beyond linguistic and cognitive perspectives by examining framing in visual and multimodal texts and their impact on moral cognition and attitudes. Drawing on perspectives from frame semantics, blending theory, relevance theory, and pragmatics, the volume establishes a model of "pictorial framing", arguing that subtle alterations in the visual presentation of issues around judgment and choice in such texts impact perception, and applies this framework to a range of case studies from Egyptian, British, and American cartoons and illustrations. The book demonstrates the affordances of applying this framework in enhancing our understanding of both the nature of word-image relations and issues of representation in the op-ed genre, but also in other forms of media more generally. The volume will be of particular interest to students and scholars in multimodality, critical discourse analysis, cognitive linguistics, social psychology, and communication studies.

Persuasive Imagery

Author : Linda M. Scott
Publisher : Taylor & Francis
ISBN 13 : 1135635692
Total Pages : 441 pages
Book Rating : 4.1/5 (356 download)

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Book Synopsis Persuasive Imagery by : Linda M. Scott

Download or read book Persuasive Imagery written by Linda M. Scott and published by Taylor & Francis. This book was released on 2003-04-02 with total page 441 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume synthesizes and advances existing knowledge of consumer response to visuals. Representing an interdisciplinary perspective, contributors include scholars from the disciplines of communication, psychology, and marketing. The book begins with an overview section intended to situate the reader in the discourse. The overview describes the state of knowledge in both academic research and actual practice, and provides concrete sources for scholars to pursue. Written in a non-technical language, this volume is divided into four sections: Image and Response - illustrates the difficulty encountered even in investigating the basic influences, processes, and effects of "mere exposure" to imagery. Image and Word - presents instances in which the line between words and pictures is blurred, such as the corporate logo which is often pictorial in nature but communicates on an abstract level usually attributed to words. Image and the Ad - contributes to our appreciation for the exquisite variations among advertising texts and the resultant variability in response, not only to different ads but among different viewers of the same ad. Image and Object - carries the inquiry of visual response over the bridge toward object interaction. Having traveled a path that has gone from the precise working of the brain in processing visual stimuli all the way to the history of classical architecture, readers of this volume will have a new respect for the complexity of human visual response and the research that is trying to explain it. It will be of interest to those involved in consumer behavior, consumer psychology, advertising, marketing, and visual communication.

Visual and Multimodal Communication

Author : Charles Forceville
Publisher : Oxford University Press
ISBN 13 : 0190845252
Total Pages : 313 pages
Book Rating : 4.1/5 (98 download)

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Book Synopsis Visual and Multimodal Communication by : Charles Forceville

Download or read book Visual and Multimodal Communication written by Charles Forceville and published by Oxford University Press. This book was released on 2020-07-09 with total page 313 pages. Available in PDF, EPUB and Kindle. Book excerpt: Successful communication requires optimal relevance to a target audience. Relevance theory (RT) provides an excellent model based on this insight, but the impact of the theory has until now been restricted due to an almost exclusive focus on spoken face-to-face communication. Visual and Multimodal Communication: Applying the Relevance Principle is the first book to systematically demonstrate how RT can fulfill its promise to develop into an inclusive theory of communication. In this book, Charles Forceville refines and adapts RT's original claims to show its applicability to static visuals and multimodal discourses in popular culture genres. Using colorful examples, he explains how RT can be expanded and adapted to accommodate mass-communicative visual and visual-plus-verbal messages. Forceville addresses issues such as the difference between drawing prospective addressees' attention to a message and persuading them to accept it; the thorny continuum from implicit to explicit information; and the role of genre. Case studies of pictograms, advertisements, cartoons, and comics provide contemporary and accessible examples of the importance of genre and of how the RT model can be connected to other approaches. By expanding the application of relevance theory to include mass-communicative messages, Visual and Multimodal Communication reintroduces a central framework of cognitive linguistics and pragmatics to a new audience and paves the way for an inclusive theory of communication.

Visual Metaphor and Embodiment in Graphic Illness Narratives

Author : Elisabeth El Refaie
Publisher : Oxford University Press, USA
ISBN 13 : 0190678178
Total Pages : 241 pages
Book Rating : 4.1/5 (96 download)

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Book Synopsis Visual Metaphor and Embodiment in Graphic Illness Narratives by : Elisabeth El Refaie

Download or read book Visual Metaphor and Embodiment in Graphic Illness Narratives written by Elisabeth El Refaie and published by Oxford University Press, USA. This book was released on 2019-01-10 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: Metaphors help us understand abstract concepts, emotions, and social relations through the concrete experience of our own bodies. Conceptual Metaphor Theory (CMT), which dominates the field of contemporary metaphor studies, is centered on this claim. According to this theory, correlations in the way the world is perceived in early childhood (e.g., happy/good is up, understanding is seeing) persist in our conceptual system, influencing our thoughts throughout life at a mostly unconscious level. What happens, though, when ordinary embodied experience is disrupted by illness? In this book, Elisabeth El Refaie explores how metaphors change according to our body's alteration due to disease. She analyzes visual metaphor in thirty-five graphic illness narratives (book-length stories about disease in the comics medium), re-examining embodiment in traditional CMT and proposing the notion of "dynamic embodiment." Building on recent strands of research within CMT and engaging relevant concepts from phenomenology, psychology, semiotics, and media studies, El Refaie demonstrates how the experience of our own bodies is constantly adjusting to changes in our individual states of health, socio-cultural practices, and the modes and media by which we communicate. This fundamentally interdisciplinary work also proposes a novel classification system of visual metaphor, based on a three-way distinction between pictorial, spatial, and stylistic metaphors. This approach will enable readers to advance knowledge and understanding of phenomena involved in shaping our everyday thoughts, interactions, and behavior.

Extended Conceptual Metaphor Theory

Author : Zoltán Kövecses
Publisher : Cambridge University Press
ISBN 13 : 1108490875
Total Pages : 211 pages
Book Rating : 4.1/5 (84 download)

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Book Synopsis Extended Conceptual Metaphor Theory by : Zoltán Kövecses

Download or read book Extended Conceptual Metaphor Theory written by Zoltán Kövecses and published by Cambridge University Press. This book was released on 2020-04-23 with total page 211 pages. Available in PDF, EPUB and Kindle. Book excerpt: Offers an extended, improved version of Conceptual Metaphor Theory (CMT), updating it in the context of current linguistic theory.

Performing Metaphoric Creativity across Modes and Contexts

Author : Laura Hidalgo-Downing
Publisher : John Benjamins Publishing Company
ISBN 13 : 9027261210
Total Pages : 360 pages
Book Rating : 4.0/5 (272 download)

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Book Synopsis Performing Metaphoric Creativity across Modes and Contexts by : Laura Hidalgo-Downing

Download or read book Performing Metaphoric Creativity across Modes and Contexts written by Laura Hidalgo-Downing and published by John Benjamins Publishing Company. This book was released on 2020-06-15 with total page 360 pages. Available in PDF, EPUB and Kindle. Book excerpt: The creative potentiality of metaphor is one of the central themes in research on creativity. The present volume offers a space for the interdisciplinary discussion of the relationship between metaphor and creativity by focusing on (re)contextualization across modes and socio-cultural contexts and on the performative dimension of creative discourse practices. The volume brings together insights from Conceptual Metaphor Theory, (Critical) Discourse approaches to metaphor and Multimodal discourse analysis. Creativity as a process is explored in how it emerges in the flow of experience when talking about or reacting to creative acts such as dance, painting or music, and in subjects’ responses to advertisements in experimental studies. Creativity as product is explored by analyzing the choice, occurrence and patterning of creative metaphors in various types of (multimodal and multisensorial) discourses such as political cartoons, satire, films, children’s storybooks, music and songs, videos, scientific discourse, architectural reviews and the performance of classical Indian rasa.