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 The Chameleon Consultant: Culturally Intelligent Consultancy by Charles Forceville
Cover of the book Histories of the Jews of Egypt by Charles Forceville
Cover of the book Multiculturalism, Muslims and Citizenship by Charles Forceville
Cover of the book Understanding, Measuring, and Improving Daily Management by Charles Forceville
Cover of the book The Complete Works of W.R. Bion by Charles Forceville
Cover of the book Planning in Ten Words or Less by Charles Forceville
Cover of the book The Newspaper Press in the French Revolution by Charles Forceville
Cover of the book Nepotism in Organizations by Charles Forceville
Cover of the book Philosophy of Mind in the Early and High Middle Ages by Charles Forceville
Cover of the book Transforming World Politics by Charles Forceville
Cover of the book Living With Contradictions by Charles Forceville
Cover of the book The Jewish-Christian Encounter in Medieval Preaching by Charles Forceville
Cover of the book Historical Gazetteer of the United States by Charles Forceville
Cover of the book Academic Literacy and the Nature of Expertise by Charles Forceville
Cover of the book The Provocation of Levinas 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