Pictorial Metaphor in Advertising

List of contents

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

About the author

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.

Summary

Charles Forceville provides us with a method of detecting the metaphors which exist within pictures, particularly in advertising.

Product details

• Authors: Charles Forceville, Forceville Charles
• Publisher: Taylor and Francis
• Languages: English
• Product format: Hardback
• Released: 21.12.1995
• EAN: 9780415128681
• ISBN: 978-0-415-12868-1
• No. of pages: 244
• Weight: 610 g
• Subjects: Social sciences, law, business > Media, communication > Media science; Linguistics, LANGUAGE ARTS & DISCIPLINES / General, LANGUAGE ARTS & DISCIPLINES / Linguistics / General, Literature: history & criticism, Literature: history and criticism