Metaphor Analysis of Two International Burger Franchises (original) (raw)
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Deploying metaphor is an attractive and efficient way for advertisers to make positive claims for their products, brands, or services. For a long time, metaphor studies focused almost exclusively on language, but over the past fifteen years, the concept of pictorial (or visual) metaphor has been fairly well developed, particularly in the realm of print advertising and billboards. Metaphors, however, also occur in commercials. Their occurrence in moving images is more complex than in static ones, both because the two parts of a metaphor ("target" and "source") need not occur simultaneously and because music and sound may here also play a role in the identification and interpretation of metaphor. These factors necessitate a theoretical shift from pictorial to multimodal metaphor. This paper discusses nine case studies of commercials containing pictorial and multimodal metaphors with the aim to define, and speculate about the effects of, the various parameters that ...
Multimodal Metaphor in Advertisement
AICLL: ANNUAL INTERNATIONAL CONFERENCE ON LANGUAGE AND LITERATURE, 2018
Metaphor based on the cognitive linguistic view can be defined as a tool which allows us to understand one conceptual domain in terms of another. What usually happens is that we use a physical. What we need to comprehend, is the target domain. It means that human cognition is organized in conceptual schema. Rodriguez (2015) stated that multimodal needs a mental comprehension process which differs from processing visual or verbal concepts alone. Metaphor has been used in many advertising. The metaphor can be interpreted differently from one to others. This paper was to present an analysis of visual metaphors, and to illustrate the existence of a possible of multimodal metaphors in advertising. Multimodal needs a mental comprehension process which differs from processing visual or verbal concepts alone. In this case this study only focuses on the analysis of multimodality metaphor which found in some advertisements. In analyzing the multimodal metaphors in commercial advertising, corpus private static adverts from the TV were selected. All of the pictures presented are a verbal part.
Journal of Retailing and Consumer Services, 2021
Using visual metaphors in ads is one of the communication techniques that brands have adopted to grab consumers' attention. The phenomenon of using food pictorial metaphors in non-food brand ads has spread in recent years, and given food's sensory nature, using this cue for a non-food brand can affect the way in which consumers interpret such ads. This research seeks to understand whether and how consumers perceive and process such a rhetorical figure. An exploratory qualitative approach is taken in two studies by using semi-structured interviews to explore consumers' reactions to different types of ads with food visual metaphors. The results reveal the predominance of congruency as a key processing mechanism of the ad at three levels: (a) between the food pictorial metaphor and the brand product category, (b) between the food visual metaphor and the brand itself, and (c) between the visual metaphor and the headline. Moreover, the food appetizing dimension, ad creativity, aesthetic appreciation of the ad, and consumers' aesthetic sensitivity are all revealed to play major roles in attitudes toward the ad.
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The strategic use of the visual mode in advertising metaphors
In: Emilia Djonov and Sumin Zhao (eds), Critical Multimodal Studies of Popular Culture , 2013
Metaphors present one kind of thing (a “target”) in terms of another (a “source”), and are therefore ideal instruments for advertisers to make claims about products (the metaphors’ targets) efficiently and implicitly. Since the intended interpretation of metaphors is often not spelled out, advertisers often get away with suggesting meanings without taking responsibility for them by making skillful use of the visuals as part of metaphors. This chapter explains how visual and multimodal metaphors in advertising work, and discusses some cases to show how metaphor analysis can be a critical tool in the evaluation of advertising.
Review of Multimodal Metaphor and Metonymy in Advertising (John Benjamins) by Marianna Bolognesi
BOLOGNESI, M. (n.d.). Paula Pérez Sobrino, Multimodal Metaphor and Metonymy in Advertising. John Benjamins Publishing Company, 2017. Pp. 232. ISBN 978-90-272-0986-3 (Hb), 978-90-272-64671-1 (E-book). Language and Cognition, 1-8. doi:10.1017/langcog.2018.14 https://www.cambridge.org/core/journals/language-and-cognition/article/paula-perez-sobrino-multimodal-metaphor-and-metonymy-in-advertising-john-benjamins-publishing-company-2017-pp-232-isbn-9789027209863-hb-97890272646711-ebook/8649450A25971EA8CA68938B6B778D85