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.
"Sobre este título" puede pertenecer a otra edición de este libro.
Descripción Routledge, 2017. Paperback. Estado de conservación: NEW. 9780415186766 This listing is a new book, a title currently in-print which we order directly and immediately from the publisher. Print on Demand title, produced to the highest standard, and there would be a delay in dispatch of around 10 working days. Nº de ref. de la librería HTANDREE0259165
Descripción Estado de conservación: New. Depending on your location, this item may ship from the US or UK. Nº de ref. de la librería 97804151867660000000
Descripción Taylor and Francis, 1998. PAP. Estado de conservación: New. New Book. Shipped from US within 10 to 14 business days. Established seller since 2000. Nº de ref. de la librería VT-9780415186766
Descripción Routledge, 1998. Paperback. Estado de conservación: Brand New. 1st edition. 248 pages. 9.50x6.50x0.75 inches. In Stock. Nº de ref. de la librería zk0415186765
Descripción Routledge, 1998. Paperback. Estado de conservación: New. Nº de ref. de la librería DADAX0415186765
Descripción Routledge, 1998. Paperback. Estado de conservación: New. book. Nº de ref. de la librería 0415186765