Pictorial Metaphor in Advertising

Nonfiction, Reference & Language, Language Arts, Linguistics
Cover of the book Pictorial Metaphor in Advertising by Charles Forceville, Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Charles Forceville ISBN: 9781134663149
Publisher: Taylor and Francis Publication: January 22, 2002
Imprint: Routledge Language: English
Author: Charles Forceville
ISBN: 9781134663149
Publisher: Taylor and Francis
Publication: January 22, 2002
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from Taylor and Francis

Cover of the book By-Elections In British Politics by Charles Forceville
Cover of the book Trapped Fools by Charles Forceville
Cover of the book Age of Anxiety, The by Charles Forceville
Cover of the book Women, Work and the Family in Europe by Charles Forceville
Cover of the book Leader Development for Transforming Organizations by Charles Forceville
Cover of the book The Legend of the Baal-Shem by Charles Forceville
Cover of the book Financing China's Rural Enterprises by Charles Forceville
Cover of the book The Limits to Travel by Charles Forceville
Cover of the book Amateurism in Sport by Charles Forceville
Cover of the book Persuasion in Your Life by Charles Forceville
Cover of the book The Educational Imperative by Charles Forceville
Cover of the book Biblical Scholarship and the Church by Charles Forceville
Cover of the book Information and Communications Technologies in Society by Charles Forceville
Cover of the book Exchange Behavior in Selling and Sales Management by Charles Forceville
Cover of the book integrating Marker Passing and Problem Solving by Charles Forceville
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy