VIZUÁLNE FIGURATÍVNE PROSTRIEDKY V TELEVÍZNEJ REKLAME NA FARMACEUTICKÉ PRODUKTY

• Authors: Lalík Igor

Title variants

EN

Means of visual imagery in the television advertising of pharmaceutical products

• Languages of publication: SK

Abstracts

EN

Submitted paper is aimed to present an overview of visual imagery used in the television advertising of pharmaceutical products. With brief description of the nature of television adverts, persuasive means and figurativeness the paper further introduces the possibilities of visual imagery in advertising. The focus is mainly on metaphors, personification (seen as a subtype of metaphor), simile and hyperbole. These are the most used means to persuade percipients of television adverts in general. As demonstrated on chosen examples, these figurative means work fine in the television adverts of pharmaceutical products as well – especially personification of bacteria, viruses, phlegm just as symptoms, vitamins and medicines; metaphors of fight/war between illness and medicines; similes of tangles and crumps; hyperboles of symptoms and recovery etc. Examples with short description of advert (story, scene, narrative) and analysis of figures used are provided to support a better understanding of the topic.

Keywords

EN

ADVERTISING; COMMUNICATION; TELEVISION; FIGURATIVENESS; VISUAL IMAGERY; PHARMACEUTICS

• Publisher: Faculty of Arts, Matej Bel University in Banská Bystrica
• Journal: Motus in verbo: časopis mladej vedeckej generácie
• Year: 2015
• Volume: 4
• Issue: 1
• Pages: 26 – 33

Contributors

author

Lalík Igor