Unpacking Creativity: The Power of Figurative Communication in Advertising

Abstract

Just as spices can take an ordinary dish to a whole new extraordinary level by adding color, flavor and aroma to our food, figurative operations are the precious ingredient that can make communication more persuasive, emotionally engaging, and effective. The book “Unpacking Creativity: The Power of Figurative Communication in Advertising” is a laudable contribution to metaphor studies, multimodal communication, advertising and marketing. This monograph focuses on the creative use of metaphor and other figurative mechanisms and explores some of their applications in advertising... [...]