Pictorial Metaphor in Advertising

ISBN-13: 9780415186766 / Angielski / Miękka / 1998 / 248 str.

Charles Forceville

Opis

Over the past few decades, research on metaphor has focused almost exclusively on its verbal and cognitive dimensions. In this text, 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.

Recenzje

'Forceville's Pictoral Metaphor in Advertising provides stimulating insights into the ways that metaphors are manipulated pictorally as a means of selling products ... It is precisely this kind of study, in which metaphor is viewed as a phenomenon in everyday life, that is most exciting.' - Journal of Sociolinguistics

'Forceville's book on metaphor in pictures is by far the most comprehensive examination of the topic.' - The Semiotic Review of Books

Spis treści

1 Introduction 2 Max Black’s interaction theory of metaphor 3 Towards a theory of pictorial metaphor: Relevant studies 4 Advertising: Word and image and levels of context 5 Communicator and addressee in the advertising message: Relevance theory perspectives 6 Pictorial metaphor in advertisements and billboards: Case studies 7 Individuals’ responses to three IBM billboards: An exploratory experiment 8 Closing remarks

O autorze

Charles Forceville is Lecturer in the Department of English, also affiliated to the Department of Comparative and Empirical Literature at the Free University in Amsterdam.