Significance of the Text in Visual Metaphor Advertising
Keywords:
Text, Visual Metaphor, Advertising, MeaningAbstract
The purpose of this study is to examine the application of visual metaphors in advertising, specifically by analyzing the interaction of the text and the image in communicating metaphorical meaning. Relying on existent theories of rhetoric and metaphor, the paper identifies three main categories of ads based on the usage of visual metaphors. Further, by analyzing several cases of sample advertisements, the authors explore the role of visual metaphors in simplifying complicated concepts and increasing audience interest. Additionally, the researcher demonstrated that visual metaphors reinforce the verbal message, provoke the necessary emotions, and enhance the cognitive and emotional aspect of the message. Thus, this study provides an overview of the significant role of visual metaphors in advertising communication. Visual metaphors combined with verbal messages can produce stronger visual impressions to strike out emotionally and establish a deeper connection with the viewer. This paper offers valuable insights into the powerful role that advertisements play nowadays through improvements made possible by images.
Downloads
References
Bajo, M. T. (1988). Semantic facilitation with pictures and words. Journal of Experimental Psychology: Learning, Memory, and Cognition, 14, 579–589.
Barnden, J. A. (2001). The utility of reverse transfers in metaphor. In Proceedings of the twenty-third annual conference of cognitive science society, Edinburgh, UK.
Barthes, R. (1977). Image, Music, Text. Translated by S. Heath. London: Fontana. Bates, E. (1976). Language and Context. New York: Academic Press.
Beaumont, J. G. (1982). Studies with verbal stimuli. In J. G. Beaumont (Ed.), Divided visual field studies of cerebral organization (pp. 57-86). London: Academic.
Benedikt, M. (1974). The poetry of surrealism: An anthology. Boston: Little Brown.
Binder, J. R., Swanson, S. J., Wagner, A. D., Demb, J. B., Shear, P. K., Glove, G. H., Gabrieli, J. D. E., & Rao, S. M. (1996). Determination of language dominance with functional MRI: A comparison with the Wada test. Neurology, 46(1996), 978 –984.
Black, D. L. (1990). Logic and Aristotle’s rhetoric and poetics. In H. Daiber (Ed.), Medival arabic philosophy, Islamic philosophy and theology, text and studies, 7. E. J. Brill, Leiden, New York,
Kobenhavn, Koln. Black, M. (1962). Metaphor. In Models and Metaphors. Ithaca, NY: Cornell University Press, 25–47. Black, M. (1979). More about metaphor. In A. Ortony (Ed.), Metaphor and Thought (pp. 19-43). Cambridge: Cambridge University Press.
Blackwell, A. (1998). Metaphor in Diagrams. PhD thesis, University of Cambridge.
Bock, K., & Brewer, W. (1980). Comprehension and memory of the literal and figurative meanings of proverbs. Journal of Psycholinguistic Research, 9, 59–72.
Bottini, G., Corcoran, R., Sterzi, R., Paulesu, E. S. P., Scarpa, P., & Frackoviak, R. S. J. (1994). The role of the right hemisphere in the interpretation of the figurative aspects of language: A positron emission tomography activation study. Brain, 117, 1241–1253.
Bowdle, B. F., & Gentner, D. (2005). The career of metaphor. Psychological Review, 112(1), 193-215.
Brownell, H. H., Potter, H. H., Bihrle, A. M., & Gardner, H. (1986). Inference deficits in right brain-damaged patients. Brain and Language, 27(2), 310-321.
Brownell, H. H., Potter, H. H., Michelow, D., & Gardner, H. (1984). Sensitivity to lexical denotation and connotation in brain-damaged patients: a double dissociation?. Brain and Language, 22(2), 253-265.
Brownell, H. H., Simpson, T. L., Bihrle, A. M., Potter, H. H., & Gardner, H. (1990). Appreciation of metaphoric alternative word meanings by left and right brain-damaged patients. Neuropsychologia, 28(4), 375-383.
Bryden, M. P. (1982). Laterality: Functional asymmetry in the intact brain. New York: Academic Press.
Bullier, J. (2001). Integrated model of visual processing. Brain Research Reviews, 36, 96–107.
Caballero, R. (2009). Cutting across the senses: Imagery in winespeak and audiovisual promotion. In C. Forceville & E. Urios-Aparisi (Eds.), pp. 73-94.
El Refaie, E. (2003). Understanding visual metaphor: The example of newspaper cartoons. Visual Communication, 2(1), 75-95.
El Refaie, E. (2009). Metaphor in political cartoons: Exploring audience responses. In C. Forceville & E. Urios-Aparisi (Eds.), pp. 173-196.
Forceville, C. (1994). Pictorial metaphor in advertisements. Metaphor and Symbolic Activity, 9, 1-29.
Forceville, C. (1996). Pictorial Metaphor in Advertising. London: Routledge.
Forceville, C. (2008). Metaphors in pictures and multimodal representations. In R.W.Jr. Gibbs (Ed.), The Cambridge Handbook of Metaphor and Thought (pp. 462-482). Cambridge: Cambridge University Press.
Forceville, C., & Urios-Aparisi, E. (2009). Multimodal Metaphor. Berlin/New York: Mouton de Gruyter.
Gkiouzepas, L., & Hogg, M.K. (2011). Articulating a new framework for visual rhetoric in advertising: A structural, conceptual and pragmatic investigation. Journal of Advertising, 40(1), 103-120.
Kress, G., & van Leeuwen, T. (2006 [1996]). Reading Images: The Grammar of Visual Design. London: Routledge.
Lakoff, G. (1990). Women, fire, and dangerous things: What categories reveal about the mind. Chicago: University of Chicago Press.
Lakoff, G. (1992). Metaphor and War: The Metaphor System Used to Justify War in the Gulf. In Thirty Years of Linguistic Evolution: Studies in Honour of René Dirven on the Occasion of his Sixtieth Birthday (pp. 463-481). Amsterdam: John Benjamins.
Lakoff, G. (1993). The contemporary theory of metaphor. In A. Ortony (Ed.), Metaphor and thought (Second, revised and expanded edition) (pp. 202-251). Cambridge: Cambridge University Press.
Lakoff, G., & Johnson, M. (1980). Metaphors We Live By. Chicago: University of Chicago Press.
Lakoff, G., & Turner, M. (1989). More than Cool Reason: A Field Guide to Poetic Metaphor. Chicago: University of Chicago Press.
Lakoff, G., Overton, W., & Palermo, D. (1994). The nature and ontogenesis of meaning. Psychology Press.
Ojha, A., & Indurkhya, B. (to appear). On the role of perceptual features in metaphor. In E. Gola & F. Ervas (Eds.), Metaphor and Communication. John Benjamin.
Oldfield, R. C. (1971). The assessment and analysis of handedness: the Edinburgh inventory. Neuropsychologia, 9(1), 97-113.
Ortony, A. (1979). Beyond literal similarity. Psychological Review, 86(3), 161-180.
Paivio, A. (1986). Mental Representations: A Dual Coding Approach. Oxford University Press, Oxford, England.
Paivio, A., & Begg, I. (1981). Psychology of Language. Englewood Cliffs, NJ: Prentice-Hall.
Paivio, A., & Clark, J. A. (1986). The Role of Topic and Vehicle Imagery in Metaphor Comprehension. Communication and Cognition, 19(3-4), 367-387.
Phillips, B.J. (2003). Understanding visual metaphor in advertising. In L.M. Scott & R. Batra (Eds.), Persuasive Imagery: A Consumer Response Perspective (pp. 297-310). Mahwah, NJ: Erlbaum.
Rojo, A.M., & Orts, Mª.A. (2010). Metaphorical pattern analysis in financial texts: Framing the crisis in positive or negative metaphorical terms. Journal of Pragmatics, 42, 3300-3313.
Van Weelden, L., Maes, A., Schilperoord, J., & Cozijn, R. (2011). The role of shape in comparing objects: How perceptual similarity may affect visual metaphor processing. Metaphor and Symbol, 26(4), 272–298.
Vanderwart, M. (1984). Priming by pictures in lexical decision. Journal of Verbal Learning and Verbal Behavior, 23, 67–83.
Velasco-Sacristán, M., & Fuertes-Olivera, P. (2006a). Towards a critical cognitive-pragmatic approach to gender metaphors in advertising English. Journal of Pragmatics, 38(11), 1982-2002.
Velasco-Sacristán, M., & Fuertes-Olivera, P. (2006b). Olfactory and olfactory-mixed metaphors in print ads of perfumes. Annual Review of Cognitive Linguistics, 4, 217-252.
Verbrugge, R. R. (1980). Transformations in knowing: A realist view of metaphor. In R. P. Honeck & R. R. Hoffman (Eds.), Cognition and figurative language (pp. 87–125). Hillsdale, NJ: Lawrence Erlbaum.
Verbrugge, R. R., & McCarrell, N. S. (1977). Metaphoric comprehension: Studies in reminding and resembling. Cognitive Psychology, 9, 494-533.
Walker, M. (1980). The Lexicon of Comicana. Lincoln, NE: Authors Guild Backinprint.com.
Walsh, P. (1990). Imagery as a heuristic in the comprehension of metaphorical analogies. In K. J. Gilhooly, M. T. G. Keane, R. H. Logie, & G. Erdas (Eds.), Lines of thinking: Reflections on the psychology of thought. Vol. 1: Representation, reasoning, analogy and decision making (pp. 237-250). New York, NY: Wiley.
Werner, H., & Kaplan, B. (1963). Symbol formation. New York, NY: John Wiley.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Competitive Social Science Research Journal
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
