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.
Students and researchers in communication, linguistics, and cognitive linguistics as well as advertising researchers and practitioners will find the book interesting and informative.
"Two recent developments in figurative language research are interwoven brilliantly in Paula Perez-Sobrino, Jeannette Littlemore, and Samantha Ford's Unpacking Creativity: The Power of Figurative Communication in Advertising. These are multimodal figurativity, and figurativity as a powerful means of performing social work (i.e., influence, persuasion, attitude change, identification, etc.). Through a cornucopia of juicy examples, the authors expose the multiple forms of isolated and blended figures underlying creative advertising, and what all the figurativity accomplishes."
- Professor Herbert L. Colston, Department of Linguistics, University of Alberta
"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
The annual Undergraduate Research Scholarship has a range of academic projects that undergraduate students can apply to get involved with. The project I applied for in June and July in 2016 was called math, music and metaphor. It looked into the use of metaphor by children and teachers in math and music classes, specifically at how they use metaphors not only in their spoken language but also as part of their gestures, to aid learning.
In the video, Paula Perez-Sobrino, Post-doctoral Research Fellow, reflects on my assistance in the scholarship scheme.
Working side by side and closely with such a promising student, Samantha, it was actually a really wonderful experience.
"I wanted to have an insight into the academic world, and be able to work on a project with academics on a project that I was interested in, specifically about metaphor, and learn about the types and applications of metaphor in the spoken word, but also in gestures. It was that kind of information I could use for my future studies such as my dissertation now my master's degree next year." - Samantha Ford
Paula Perez-Sobrino, Post-doctoral Research Fellow, reflects on Samantha's assistance in the scholarship scheme:
"Thanks to Samantha's help, we were able to transcribe all the data we had at the time; we had a lot of hours of recording. And thanks to her help, we were able to put them together to annotate it. We're now putting together a proposal for ESRC and thanks to all the help within the scheme, we were able to be in a better position to apply for that sooner."
"The project helped us as academic staff to forge closer relationship with the students and it was also highly rewarding to see how our personal research research interest is also inspiring university students that hopefully will become Junior researchers."
"Working side by side and closely with such a promising student, Samantha, it was actually a really wonderful experience."