Pictorial metaphor in advertising
著者
書誌事項
Pictorial metaphor in advertising
Routledge, 1996
大学図書館所蔵 件 / 全35件
-
該当する所蔵館はありません
- すべての絞り込み条件を解除する
注記
Includes bibliographical references (p. [223]-230) and index
内容説明・目次
内容説明
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.
目次
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
「Nielsen BookData」 より