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  1. Home
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  3. Unpacking Creativity
  • Cited by 10
Publisher:
Cambridge University Press
Online publication date:
August 2021
Print publication year:
2021
Online ISBN:
9781108562409
DOI:
https://doi.org/10.1017/9781108562409
Subjects:
Film, Media, Mass Communication, Media, Mass Communication, Language and Linguistics, Discourse Analysis
Information

Book description

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.

Reviews

‘This book provides an effective analysis of visual and language metaphors and their interaction, informed by astute application of cognitive science to a range of examples from advertising. Students and researchers in communication, linguistics, and cognitive linguistics as well as advertising researchers and practitioners will find the book interesting and informative. It is well-written and readable, and would be an excellent text for an advanced course in advertising, communication, or cognitive linguistics.'

Professor L. David Ritchie - Department of Communication, Portland State University

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