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...

Ausführliche Beschreibung

Bibliographische Detailangaben

Hauptverfasser:	Pérez Sobrino, Paula 1986- (VerfasserIn), Littlemore, Jeannette 1967- (VerfasserIn), Ford, Samantha ca. 20./21. Jh (VerfasserIn)
Format:	Elektronisch E-Book
Sprache:	English
Veröffentlicht:	Cambridge Cambridge University Press 2021
Schlagworte:	Advertising Creative ability in business
Online-Zugang:	BSB01 UBG01 Volltext
Zusammenfassung:	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
Beschreibung:	Title from publisher's bibliographic system (viewed on 18 Aug 2021)
Beschreibung:	1 Online-Ressource (xx, 301 Seiten)
ISBN:	9781108562409
DOI:	10.1017/9781108562409