Pictorial Metaphor in Advertising (Hardback)
  • Pictorial Metaphor in Advertising (Hardback)
zoom

Pictorial Metaphor in Advertising (Hardback)

(author)
£110.00
Hardback 244 Pages / Published: 21/12/1995
  • We can order this

Usually despatched within 3 weeks

  • This item has been added to your basket
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.

Publisher: Taylor & Francis Ltd
ISBN: 9780415128681
Number of pages: 244
Weight: 454 g
Dimensions: 235 x 159 x 21 mm

You may also be interested in...

Mad Women
Added to basket
£8.99
Paperback
The Long and the Short of it
Added to basket
Designing Women
Added to basket
£10.00
Paperback
Advertising
Added to basket
£54.99
Paperback
Agency
Added to basket
£15.99
Hardback

Reviews

Please sign in to write a review

Your review has been submitted successfully.