Unpacking creativity : the power of figurative communication in advertising
著者
書誌事項
Unpacking creativity : the power of figurative communication in advertising
Cambridge University Press, 2021
- : hardback
大学図書館所蔵 全7件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
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注記
Includes bibliographical references (p. 262-299) and index
内容説明・目次
内容説明
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.
目次
- 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?
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