Pictorial metaphor in advertising / Charles Forceville.

Format:

Book

Author/Creator:

Forceville, Ch. (Charles)

Language:

English

Subjects (All):

Symbolism in advertising.

Pictures--Printing.

Pictures.

Metaphor.

Advertising layout and typography.

Physical Description:

x, 233 p. : ill.

Edition:

1st ed.

Place of Publication:

London ; New York : Routledge, 1998.

Language Note:

English

Summary:

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.

Contents:

chapter 1 Introduction

chapter 2 Max Black's interaction theory of metaphor

chapter 3 Towards a theory of pictorial metaphor

Relevant studies

chapter 4 Advertising

Word and image and levels of context

chapter 5 Communicator and addressee in the advertising message

Relevance theory perspectives

chapter 6 Pictorial metaphor in advertisements and billboards

Case studies

chapter 7 Individuals responses to three IBM billboards

An exploratory experiment

chapter 8 Closing remarks.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Includes bibliographical references (p. [223]-230) and index.

ISBN:

1-134-66314-5

1-134-66315-3

1-280-33023-6

0-203-06425-9

9780203064252

OCLC:

252796996