A corpus-based study of visual metaphors in anti-smoking advertisements
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Title
A corpus-based study of visual metaphors in anti-smoking advertisementsAuthor (s)
Tutor/Supervisor; University.Department
Navarro Ferrando, Ignasi; Universitat Jaume I. Departament d'Estudis AnglesosDate
2017Publisher
Universitat Jaume IAbstract
This paper aims to investigate the role of visual metaphors in antismoking
advertisements. With this purpose in mind, a corpus of 27 printed
advertisements extracted, mainly, from Internet, has been compiled. ... [+]
This paper aims to investigate the role of visual metaphors in antismoking
advertisements. With this purpose in mind, a corpus of 27 printed
advertisements extracted, mainly, from Internet, has been compiled. The
study is inspired by Charles Forceville (1996), who provides a complete
account on what he has labelled “pictorial metaphor” within the advertising
domain. Thus, following his model, two main analyses have been performed.
First, the following questions are addressed a) what are the two terms of the
metaphor and how do we know?, b)which is the source domain and the target
domain of the metaphor and how do we know?, and c) which attributes are
mapped from the source domain onto the target domain? Second, once the
structure of each metaphor is clarified, the advertisements are classified into
four main types, namely: 1) metaphors with one visual element, 2) metaphors
with two visual elements, 3) visual similes, and 4) verbo-pictorial metaphors.
Results show a significant difference in the number of occurrences of each
type. The paper concludes that visual metaphor is a key technique in
advertising nowadays and it suggests further research on the designers’
responses to the selected metaphors of this study. [-]
Subject
Description
Treball Final de Grau en Estudis Anglesos. Codi: EA0938. Curs acadèmic: 2016/2017
Type
info:eu-repo/semantics/bachelorThesisRights
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info:eu-repo/semantics/restrictedAccess
info:eu-repo/semantics/restrictedAccess
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- Grau en Estudis Anglesos [351]