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Pictorial Metaphor in Advertising by Charles Forceville (Hardcover, 1995)

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Pictorial Metaphor in Advertising, Hardcover by Forceville, Charles, ISBN 0415128684, ISBN-13 9780415128681, Brand New, Free P&P in the UK Forceville (English, Free U. of Amsterdam) presents a compelling argument toward a new theory of "pictorial metaphor" using, primarily, the work of Max Black and Roland Barthe as a springboard for his investigation into modern advertisement. The development of his theoretical model leads him into discussions of verbal metaphor, word and image relations, relevance theory, and case studies of advertisements, as well as an exploratory experiment of individuals' reactions to IBM billboards. Includes black and white photographs. Annotation c. by Book News, Inc., Portland, Or.

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Over the past few decades, research on metaphor has focused almost exclusively on its verbal and cognitive dimensions. In this book, the author argues that metaphor can also occur in pictures and draws on relevant studies from various disciplines to propose a model for the identification, classification, and analysis of pictorial metaphors . By using insights taken from a range of linguistic, artistic and cognitive perspectives, for example interaction and relevance theory, Forceville shows not only how metaphor can occur in pictures, but also provides a framework within which these pictorial metaphors can be analyzed. The theoretical insights are applied to 30 advertisements and billboards of British, French, German and Dutch origin. Apart from substantiating the claim that it makes sense to talk about pictorial metaphors , the detailed analyses of the advertisements suggest how metaphor theory can be employed as a tool in media studies. Context in its various manifestations plays a key role in the analyses.