Paula Perez Sobrino

Unpacking Creativity (eBook, ePUB)

The Power of Figurative Communication in Advertising

• Format: ePub

Produktbeschreibung

Figurative communication (the use of metaphor, metonymy, hyperbole and irony) provides economy of expression, clarity, persuasiveness, politeness, evaluation, and communication of emotions. However, it also increases the potential for misunderstanding in situations when people lack shared background knowledge. This book combines theoretical frameworks with empirical studies that measure the effectiveness of different approaches to the use of figurative language in advertisements, to show how to maximise the benefits of creative metaphor and metonymy in global advertising. It highlights how subtle differences in colour, layout, and combinations of different kinds of figurative language affect the reception and appreciation of creative advertising, shedding new light on the nature of figurative communication itself. With a balance between theory, experiments and practical case studies, this book is accessible for academics in linguistics and communication studies, as well as advertising and marketing professionals.

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Produktdetails

• Verlag: Cambridge University Press
• Erscheinungstermin: 2. September 2021
• Englisch
• ISBN-13: 9781108568470
• Artikelnr.: 66178540

Autorenporträt

Paula Pérez-Sobrino is a lecturer in the Department of Modern Languages at the University of La Rioja (Spain). She is a cognitive linguist who specialises in the theoretical development and empirical study of figurative language and multimodal creativity. Recent publications include Multimodal Metaphor and Metonymy in Advertising (2017).

Inhaltsangabe

Introduction
Part I. Theoretical Perspectives: 1. The temple of heaven is not China
2. Is it a bird or is it a chameleon?
3. Welcome to the black supermarket
4. I thought they were hairy breasts!
Part II. Empirical Studies: 5. Spiderman or devil horns?
6. If it's red it must be sport
7. Curry is yellow in Japan but orange in the US
8. So real it's scary
9. Cross-cultural and gender-based variation in the emotional impact and appreciation of marketing videos
10. Having fun with his custard factory?
11. What do we now know about the creative use of figurative communication in advertising?