Samantha Ford
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https://orcid.org/0000-0002-6605-6045|
Samantha is a Researcher in cognitive and applied linguistics, marketing, and psychology investigating the relationship between linguistic and cognitive phenomena and people's attitude and behaviour, particularly with respect to figurativity, creativity, emotion, and multimodality in advertising. Samantha's passion lies in the pursuit of using a linguistic and cognitive lens to understand how our mind works.
Samantha is completing a PhD with a Collaborative Doctoral Award funded by the Midlands4Cities Arts and Humanities Research Council, and collaborates with Big Cat Marketing Agency to measure the impact of figurative communication in health and social campaigns on consumer attitude and behaviour. Samantha graduated from the University of Birmingham with a Masters by Research degree in English Language and Applied Linguistics with no corrections in 2019 and scholarship, and a first class Bachelors degree in English Language in 2017 being awarded the Research Project Prize for her dissertation. |
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Samantha is also a Consultant, specialising in the English language. She works with marketing agencies, not-for-profit and charity organisations, and businesses that want to make a positive change to people's lives. Please get in touch if you want to find out more.
Samantha won Partnership of the Year Award for her collaboration with Big Cat Agency in 2018
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Prior to her PhD studies, Samantha has worked as a Research Associate in the Birmingham Business School under the EMMA project, and subsequent projects, in which she collaborates with national and international advertising agencies to investigate the effectiveness of metaphor and metonymy in advertising and to measure campaign success. Samantha was awarded the Partnership of the Year in 2018 for her collaboration with Birmingham-based marketing and advertising agency, Big Cat. Samantha uses mixed methods in her research, including interviews, focus groups, experiments, discourse and corpus analysis, eye-tracking, and electro-dermal measurement.
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During her BA, Samantha has analysed discourse in spoken, written, and visual forms, conducted cognitive and ethnographic experiments, and participated in multiple research projects within the English Language and Linguistics department, including the Maths, Music, and Metaphor project led by Professor Jeannette Littlemore with an Undergraduate Research Scholarship (UGRS) investigating the use of metaphor in teacher-student classroom interactions in speech and gesture.
Samantha is practiced in teaching a number of modules for local and distance learning students through in person, online, and hybrid (blended learning) formats that cover marketing, cognitive linguistic theory, experimental methods, and creative practice. Samantha uses a range of delivery techniques including lecture presentations, student presentations, peer feedback, critical self-reflection, interactive methods, live experiments, and formative and summative assignments. Samantha is trained in teaching and learning in higher education, credited by the Higher Education Futures Institute (HEFi), including equality, diversity, and inclusivity, teaching international students, seminar teaching, assessment and feedback, data protection, information safety awareness, and health and safety.
Samantha is practiced in teaching a number of modules for local and distance learning students through in person, online, and hybrid (blended learning) formats that cover marketing, cognitive linguistic theory, experimental methods, and creative practice. Samantha uses a range of delivery techniques including lecture presentations, student presentations, peer feedback, critical self-reflection, interactive methods, live experiments, and formative and summative assignments. Samantha is trained in teaching and learning in higher education, credited by the Higher Education Futures Institute (HEFi), including equality, diversity, and inclusivity, teaching international students, seminar teaching, assessment and feedback, data protection, information safety awareness, and health and safety.
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Samantha has presented her research at multiple national and international conferences, recurrently at the . In 2021, Samantha was awarded the for PhD Presentation Award for her presentation at Researching and Applying Metaphor (RaAM) conference. Find out more about Samantha's research presentations and posters on her conferences page.
In her spare time, Samantha writes poetry for her Muse and Matters blog. Samantha plays the Tenor Horn to Championship standard. She was a member of the National Youth Brass Band of Wales (NYBBW) from 2014 to 2018, and has represented Wales internationally in the European Youth Brass Band 2017. Samantha has passed her Level 1 British Sign Language qualification and looks forward to learning more of the language in the future (read about her experience here). |
Samantha presenting at RaAM conference, Hong Kong Polytechnic University, June 2018
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