Pictorial Metaphor In Advertising

Author : Charles Forceville
Publisher : Routledge
Page : 248 pages
File Size : 52,7 Mb
Release : 2002-01-22
Category : Language Arts & Disciplines
ISBN : 9781134663149

Get Book

Pictorial Metaphor in Advertising by Charles Forceville Pdf

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.

Author : Cornelia Müller
Publisher : University of Chicago Press
Page : 293 pages
File Size : 45,6 Mb
Release : 2009-10-15
Category : Psychology
ISBN : 9780226548265

Get Book

Metaphors Dead and Alive, Sleeping and Waking by Cornelia Müller Pdf

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.

Author : Charles Forceville
Publisher : Routledge
Page : 248 pages
File Size : 50,7 Mb
Release : 2002-01-22
Category : Language Arts & Disciplines
ISBN : 9781134663156

Get Book

Pictorial Metaphor in Advertising by Charles Forceville Pdf

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.

Author : Miriam Volkmann
Publisher : GRIN Verlag
Page : 33 pages
File Size : 47,8 Mb
Release : 2006-07-18
Category : Literary Collections
ISBN : 9783638522977

Get Book

Verbal and pictorial metaphor in advertisement by Miriam Volkmann Pdf

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.

Author : Charles Forceville,Eduardo Urios-Aparisi
Publisher : Walter de Gruyter
Page : 487 pages
File Size : 55,8 Mb
Release : 2009
Category : Language Arts & Disciplines
ISBN : 9783110205152

Get Book

Multimodal Metaphor by Charles Forceville,Eduardo Urios-Aparisi Pdf

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

Author : Gerard J. Steen
Publisher : John Benjamins Publishing Company
Page : 198 pages
File Size : 54,9 Mb
Release : 2018-12-15
Category : Language Arts & Disciplines
ISBN : 9789027263476

Get Book

Visual Metaphor by Gerard J. Steen Pdf

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.

Author : Paula Pérez Sobrino
Publisher : John Benjamins Publishing Company
Page : 242 pages
File Size : 55,6 Mb
Release : 2017-12-15
Category : Language Arts & Disciplines
ISBN : 9789027264671

Get Book

Multimodal Metaphor and Metonymy in Advertising by Paula Pérez Sobrino Pdf

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.

Author : Edward F. McQuarrie,Barbara J. Phillips
Publisher : M.E. Sharpe
Page : 330 pages
File Size : 48,6 Mb
Release : 2008
Category : Art
ISBN : 9780765621337

Get Book

Go Figure! New Directions in Advertising Rhetoric by Edward F. McQuarrie,Barbara J. Phillips Pdf

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

Author : Linda M. Scott,Rajeev Batra
Publisher : Taylor & Francis
Page : 441 pages
File Size : 42,8 Mb
Release : 2003-04-02
Category : Business & Economics
ISBN : 9781135635695

Get Book

Persuasive Imagery by Linda M. Scott,Rajeev Batra Pdf

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.

Author : Assimakis Tseronis,Charles Forceville
Publisher : John Benjamins Publishing Company
Page : 313 pages
File Size : 52,7 Mb
Release : 2017-12-15
Category : Language Arts & Disciplines
ISBN : 9789027264695

Get Book

Multimodal Argumentation and Rhetoric in Media Genres by Assimakis Tseronis,Charles Forceville Pdf

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.

Author : Elizabeth M. Anderson
Publisher : Unknown
Page : 128 pages
File Size : 42,7 Mb
Release : 1998
Category : Electronic
ISBN : OCLC:50751687

Get Book

The Use of Metaphor in On-line Advertising by Elizabeth M. Anderson Pdf

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.

Author : Ahmed Abdel-Raheem
Publisher : Routledge
Page : 203 pages
File Size : 44,7 Mb
Release : 2018-10-26
Category : Language Arts & Disciplines
ISBN : 9780429786921

Get Book

Pictorial Framing in Moral Politics by Ahmed Abdel-Raheem Pdf

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.

Author : Winfried Nöth
Publisher : Walter de Gruyter GmbH & Co KG
Page : 908 pages
File Size : 51,6 Mb
Release : 2016-12-19
Category : Language Arts & Disciplines
ISBN : 9783110803617

Get Book

Semiotics of the Media by Winfried Nöth Pdf

Author : Charles Forceville
Publisher : Oxford University Press
Page : 313 pages
File Size : 52,5 Mb
Release : 2020-07-09
Category : Technology & Engineering
ISBN : 9780190845254

Get Book

Visual and Multimodal Communication by Charles Forceville Pdf

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.

Author : Edward F. McQuarrie,Barbara J. Phillips
Publisher : Edward Elgar Publishing
Page : 288 pages
File Size : 48,5 Mb
Release : 2016-12-30
Category : Business & Economics
ISBN : 9781785365423

Get Book

Visual Branding by Edward F. McQuarrie,Barbara J. Phillips Pdf

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.