Verbal And Pictorial Metaphor In Advertisement

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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

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.

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.

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

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

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.

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.

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.

Persuasive Imagery

Author : Linda M. Scott
Publisher : Routledge
ISBN 13 : 1135635684
Total Pages : 470 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 Routledge. This book was released on 2003-04-02 with total page 470 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.

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.

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

Cognitive Linguistics: Basic Readings

Author : Dirk Geeraerts
Publisher : Walter de Gruyter
ISBN 13 : 3110199904
Total Pages : 494 pages
Book Rating : 4.1/5 (11 download)

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Book Synopsis Cognitive Linguistics: Basic Readings by : Dirk Geeraerts

Download or read book Cognitive Linguistics: Basic Readings written by Dirk Geeraerts and published by Walter de Gruyter. This book was released on 2008-08-22 with total page 494 pages. Available in PDF, EPUB and Kindle. Book excerpt: Over the past decade, Cognitive Linguistics has grown to be one of the most broadly appealing and dynamic frameworks for the study of natural language. Essentially, this new school of linguistics focuses on the meaning side of language: linguistic form is analysed as an expression of meaning. And meaning itself is not something that exists in isolation, but it is integrated with the full spectrum of human experience: the fact that we are embodied beings just as much as the fact that we are cultural beings. Cognitive Linguistics: Basic Readings brings together twelve foundational articles, each of which introduces one of the basic concepts of Cognitive Linguistics, like conceptual metaphor, image schemas, mental spaces, construction grammar, prototypicality and radial sets. The collection features the founding fathers of Cognitive Linguistics: George Lakoff, Ron Langacker, Len Talmy, Gilles Fauconnier, and Charles Fillmore, together with some of the most influential younger scholars. By its choice of seminal papers and leading authors, Basic Readings is specifically suited for an introductory course in Cognitive Linguistics. This is further supported by a general introduction to the theory and, specifically, the practice of Cognitive Linguistics and by trajectories for further reading that start out from the individual chapters.

Metaphor and Corpus Linguistics

Author : Alice Deignan
Publisher : John Benjamins Publishing
ISBN 13 : 9789027238924
Total Pages : 256 pages
Book Rating : 4.2/5 (389 download)

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Book Synopsis Metaphor and Corpus Linguistics by : Alice Deignan

Download or read book Metaphor and Corpus Linguistics written by Alice Deignan and published by John Benjamins Publishing. This book was released on 2005-01-01 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Metaphor is a topical issue across a number of disciplines, wherever researchers are concerned with how speakers and writers package and process messages. This book is addressed at readers from diverse academic backgrounds who are interested in ways of researching metaphor from different perspectives, and especially through corpus linguistics. A number of approaches to and exploitations of metaphor, including conceptual metaphor theory and cognitive approaches more generally, text and spoken discourse analysis, and CDA, are discussed, explored and critiqued using corpus data. The book also includes corpus linguistic studies of different aspects of metaphor, which investigate its linguistic and semantic properties and relate them to current theoretical views. The book demonstrates the need for naturally-occurring language data to be used in the development of metaphor theory, and shows the value of corpus data and techniques in this work.

Language Embodiment, volume II: Interdisciplinary Methodological Innovations

Author : Connie Qun Guan
Publisher : Frontiers Media SA
ISBN 13 : 283253385X
Total Pages : 134 pages
Book Rating : 4.8/5 (325 download)

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Book Synopsis Language Embodiment, volume II: Interdisciplinary Methodological Innovations by : Connie Qun Guan

Download or read book Language Embodiment, volume II: Interdisciplinary Methodological Innovations written by Connie Qun Guan and published by Frontiers Media SA. This book was released on 2023-09-13 with total page 134 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Advertising as Communication

Author : Gillian Dyer
Publisher : Routledge
ISBN 13 : 1134972334
Total Pages : 250 pages
Book Rating : 4.1/5 (349 download)

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Book Synopsis Advertising as Communication by : Gillian Dyer

Download or read book Advertising as Communication written by Gillian Dyer and published by Routledge. This book was released on 2008-03-07 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising is a form of communication that constantly impinges on our daily lives, yet we are often unaware of its more subtle form of persuasion, or of the extent to which it manipulates our (consumer) culture. This book sets out to examine advertising as a form of communication in contemporary society and also places it in its wider cultural and economic context.

The Use of Metaphor in On-line Advertising

Author : Elizabeth M. Anderson
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (57 download)

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Book Synopsis The Use of Metaphor in On-line Advertising by : Elizabeth M. Anderson

Download or read book The Use of Metaphor in On-line Advertising written by Elizabeth M. Anderson and published by . This book was released on 1998 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: 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?

Author : Dejla Hrnjadovic
Publisher : GRIN Verlag
ISBN 13 : 3668191182
Total Pages : 22 pages
Book Rating : 4.6/5 (681 download)

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Book Synopsis How do metaphors in advertising influence consumer response? by : Dejla Hrnjadovic

Download or read book How do metaphors in advertising influence consumer response? written by Dejla Hrnjadovic and published by GRIN Verlag. This book was released on 2016-04-08 with total page 22 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Taboo in Advertising

Author : Elsa Simões Lucas Freitas
Publisher : John Benjamins Publishing
ISBN 13 : 9027254230
Total Pages : 240 pages
Book Rating : 4.0/5 (272 download)

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Book Synopsis Taboo in Advertising by : Elsa Simões Lucas Freitas

Download or read book Taboo in Advertising written by Elsa Simões Lucas Freitas and published by John Benjamins Publishing. This book was released on 2008 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.