Metaphors Instrumental in Achieving the Pragmatic Effect in Animal Rights Advertisements

• Authors: Ilze Oļehnoviča , Jeļena Tretjakova , Solveiga Liepa

Abstracts

EN

Metaphor can manifest itself in a variety of form including the visual one, which can be an extremely expressive means of communication. That is why visual metaphors are widely used by marketers and advertisers thus becoming a topical object of linguistic research programmes. The study of visual metaphor is tightly related to the study of conceptual metaphor as the target message delivered by a picture is derived from a certain source field that is employed for metaphorical representation. Another type of metaphor commonly used in visual representation is a multimodal metaphor. The present research dwells upon the study of metaphor use in animal rights protection advertisements. The hypothesis of the study is that visual metaphors present strong content that can activate emotions and contribute to the marketers’ desire to influence the audience.

Keywords

EN

animal rights; advertisement; conceptual metaphor; multimodal metaphor; visual metaphor

• Publisher: Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
• Journal: Research in Language
• Year: 2020
• Volume: 18
• Issue: 4
• Pages: 441-451

Dates

published

2020

Contributors

author

Ilze Oļehnoviča

• Daugavpils University, Latvia

author

Jeļena Tretjakova

• Riga Technical University, Latvia

author

Solveiga Liepa

• Daugavpils University, Latvia

References

• Forceville, Charles. 1996. Pictorial Metaphor in Advertising. London: Routledge. https://doi.org/10.4324/9780203272305
• Forceville, Charles. 2008. Metaphor in Pictures and Multimodal Representations. In: Gibbs, R.W.Jr. (ed.). The Cambridge Handbook of Metaphor and Thought, pp.462-482. Cambridge: Cambridge University Press. https://doi.org/10.1017/CBO9780511816802.028
• Forceville, Charles. 2009a. Non-verbal and Multimodal Metaphor in a Cognitivist Framework: Agenda for Research. In: Forceville, Ch. and Urios-Aparisi E. (eds). Multimodal Metaphor, pp.19-42. Berlin/New York: Mounton de Gruyter. https://doi.org/10.1515/9783110215366
• Forceville, Charles. 2009b. A Course in Pictorial and Multimodal Metaphor. Available from: https://semioticon.com/sio/courses/pictorial-multimodal-metaphor/ [Accessed: 15th August 2018].
• Koller, Veronika. 2009. Brand Images: Multimodal Metaphor in Corporate Branding messages. In: Forceville, Ch. and Urios-Aparisi E. (eds). Multimodal Metaphor, 45-71. Berlin/New York: Mounton de Gruyter.
• Lakoff, George and Johnson, Mark. 1980. Metaphors We Live By. Chicago, IL: University of Chicago Press.

Identifiers

DOI

10.18778/1731-7533.18.4.06

Biblioteka Nauki

1368380