Verbal and pictorial metaphor in advertisement

Nonfiction, Entertainment, Drama, Anthologies
Cover of the book Verbal and pictorial metaphor in advertisement by Miriam Volkmann, GRIN Verlag
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Miriam Volkmann ISBN: 9783638522977
Publisher: GRIN Verlag Publication: July 18, 2006
Imprint: GRIN Verlag Language: English
Author: Miriam Volkmann
ISBN: 9783638522977
Publisher: GRIN Verlag
Publication: July 18, 2006
Imprint: GRIN Verlag
Language: English

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, 15 entries in the bibliography, 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.

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

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, 15 entries in the bibliography, 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.

More books from GRIN Verlag

Cover of the book Partizipation von Mädchen und jungen Frauen an weiterführender und höherer Bildung - Veränderungen in der zweiten Hälfte des 20. Jahrhunderts by Miriam Volkmann
Cover of the book Die älteste Minorität in den USA - American Indians by Miriam Volkmann
Cover of the book Corporate Volunteering as Tool for Human Resource Development by Miriam Volkmann
Cover of the book The Collapse of Civilizations? by Miriam Volkmann
Cover of the book Public Engagement in Chinese and UK Universities by Miriam Volkmann
Cover of the book Förderung des freiwilligen Engagements sozial benachteiligter Familien by Miriam Volkmann
Cover of the book Globalisierung - Eine (neue) Herausforderung für die Gesellschaft? by Miriam Volkmann
Cover of the book Die Ziele der Unternehmung zwischen ökonomischer Rationalität und sozialer Verantwortung by Miriam Volkmann
Cover of the book Vorstellung der Amazon Corporation und deren Bedeutung auf dem Streaming-Markt by Miriam Volkmann
Cover of the book Einkaufszentren und Shopping Malls als Großbetriebsform by Miriam Volkmann
Cover of the book Sozialkompetenz-Training in der betrieblichen Ausbildung by Miriam Volkmann
Cover of the book Computer Based Training by Miriam Volkmann
Cover of the book A Comparative Analysis of Medical Device Regulations in the EU and the USA by Miriam Volkmann
Cover of the book Eingriffe in das Gehirn by Miriam Volkmann
Cover of the book Unterrichtsmethodik zum Bereich 'Wahlen' by Miriam Volkmann
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