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Metaphor pervades discourse and may govern how we think and act. But most studies only discuss its verbal varieties. This book examines metaphors drawing on combinations of visuals, language, gestures, sound, and music. Investigated texts include ad
Over the past few decades, research on metaphor has focused almost exclusively on its verbal and cognitive dimensions. In Pictorial Metaphor in Advertising, Charles Forceville 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 thirty 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. Furthermore, the results of a small-scale experiment shed light on where general agreement about the meaning of a pictorial metaphor can shade over into other more idiosyncratic but equally valid interpretations. The final chapter sketches the ways in which the insights gained can be used for further research.
​Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 11th International Conference in Advertising (ICORIA) which was held in Stockholm (Sweden) in June 2012. The conference gathered 150 leading researchers from 22 countries under the conference theme “The changing roles of advertising”. The book provides international state-of-the-art research with 30 articles by renowned scholars from the worldwide ICORIA network.
Metaphor is a fascinating phenomenon, but it is also complex and multi-faceted, varying in how it is manifested in different modes of expression, languages, cultures, or time-scales. How then can we reliably identify metaphors in different contexts? How does the language or culture of speakers and hearers affect the way metaphors are produced or interpreted? Are the methods employed to explore metaphors in one context applicable in others? The sixteen chapters that make up this volume offer not only detailed studies of the situated use of metaphor in language, gesture, and visuals around the world – providing important insights into the different factors that produce variation – but also careful explication and discussion of the methodological issues that arise when researchers approach metaphor in diverse 'real world' contexts. The book constitutes an important contribution to applied metaphor studies, and will prove an invaluable resource for the novice and experienced metaphor researcher alike.
Translation and communication between cultures can sometimes be a difficult process. Image-based assessments can offer a way for large populations to be tested on different subjects without having to create multiple testing programs. Cross-Cultural Analysis of Image-Based Assessments: Emerging Research and Opportunities is an innovative resource that offers insight into the application of visual assessments across a global and intercultural context. Highlighting applicable topics which include visual literacy, psychological assessments, assessment development, and equivalency measurements, this publication is ideal for psychologists, therapists, and researchers who would like to stay current on the most efficient way to test multi-cultural populations in various fields of knowledge.
This is an open access book. The 3rd International Conference on Digital Economy and Computer Applications (DECA 2023) will be held on September 22–24, 2023 in Shanghai, China. Digital economy is the main economic form after agricultural economy and industrial economy. It takes data resources as the key element, modern information network as the main carrier, and the integration and application of information and communication technology and all-factor digital transformation as the important driving force to promote a new economic form that is more unified in fairness and efficiency. The essence of digital economy is informationization. Informatization is a social and economic process caused by the revolution of production tools, such as computer and Internet, from industrial economy to information economy. The theme of the conference mainly focuses on digital economy and computer applications and other related research fields, aiming to provide an international cooperation and exchange platform for experts and scholars in related research fields and enterprise development personnel to share research results, discuss existing problems and challenges, and explore cutting-edge technologies. We sincerely invite experts and scholars from universities and research institutions at home and abroad, entrepreneurs and other relevant personnel to contribute and participate in the conference. The DECA 2023 is accepting papers for proceeding publication. We accept contributions from those who care about exploring and enhancing the research and innovation in Digital Economy and Computer Applications in the world. The directions of the call for papers are as follows: Internet of Things (IoT), Blockchain Technology, Service-Oriented and Cloud, Industry Track, Deliver the Intelligent Enterprise, Mobile business and Autonomous Computing and other papers in line with the direction of digital economy and computer applications. We welcome submissions from scholars, students, and practitioners across many disciplines that contribute to the study and practice of Digital Economy and Computer Applications.
For upper-level undergraduate students and graduate students in communication and media studies
Metaphor and metonymy appeal to us because they evoke mental images in unique but still recognisable ways. The potential for figurative thought exists in everyone, and it pervades our everyday social interactions. In particular, advertising offers countless opportunities to explore the way in which people think creatively through metaphor and metonymy. The thorough analysis of a corpus of 210 authentic printed advertisements shows the central role of multimodal metaphor, metonymy, and their patterns of interaction, at the heart of advertising campaigns. This book is the first in-depth research monograph to bring together qualitative and quantitative evidence of metaphor-metonymy combinations in real multimodal discourse. It combines detailed case study analyses with corpus-based analysis and psycholinguistic enquiry to provide the reader with a prismatic approach to the topic of figurative language in multimodal advertising. Besides its theoretical contribution to the field of multimodal figurative language, this monograph has a wide number of practical applications due to its focus on advertising and the communicative impact of creative messages on consumers. This book will pave the way for further qualitative and quantitative research on the ways in which figurative language shapes multimodal discourse, and how it relates to our everyday creative thinking.
The study of tourism as a complex social phenomenon, beyond simply business, is increasing in importance. Providing an examination of perceptions of culture and society in tourism destinations through the tourist's eyes, this book discusses how destinations were, and are, created and perceived through the 'lens' of the tourist's gaze.
This volume compiles 11 papers indicative of the new directions that indigenous education is taking in North America. Three sections focus on language, culture, and teaching; indigenous perspectives on indigenous education; and issues surrounding teaching methods. The papers are: (1) "Teaching Dine Language and Culture in Navajo Schools: Voices from the Community" (Ann Batchelder); (2) "Language Revitalization in Navajo/English Dual Language Classrooms" (Mary Ann Goodluck, Louise Lockard, Darlene Yazzie); (3) "Racing against Time: A Report on the Leupp Navajo Immersion Project" (Michael Fillerup); (4) "Community-Based Native Teacher Education Programs" (Connie Heimbecker, Sam Minner, Greg Prater); (5) "Measuring Language Dominance and Bilingual Proficiency Development of Tarahumara Children" (Carla Paciotto); (6) "Post-Colonial Recovering and Healing" (Angelina Weenie); (7) "Observations on Response towards Indigenous Cultural Perspectives as Paradigms in the Classroom" (Stephen Greymorning); (8) "Visual Metaphor, Cultural Knowledge, and the New Rhetoric" (Robert N. St. Clair); (9) "An Examination of Western Influences on Indigenous Language Teaching" (J. Dean Mellow); (10) "Teaching English to American Indians" (Jon Reyhner); and (11) "Charter Schools for American Indians" (Brian Bielenberg). (Contains references in each paper and contributor profiles.) (SV)