Motion and Location in Metaphorical Advertising
Abstract
During the last decades, multimodality has been flourishing in every educational field and progressively in advertising. The phenomenon that allows us to investigate this study is metaphor in advertisements. The essential idea is to argue if advertisements are visually persuasive and if it is possible that metaphorical text-image relation could convey a message and be visually persuasive. The combination between verbal and visual components in multimodal metaphor helps the reader to identify visual metaphor in advertising. The extraction of metaphor demands two different semantic domains (The Source and The Target domain). Conceptual Metaphor Theory (CMT) in the book of Metaphors We Live By (2008) helps the study by extracting the procedures of the two important domains. The study also collected a corpus of 75 advertisements that has been projected to the public domain. Since there is not any corpus tool for identifying metaphor visually, the extraction of it relies on cognitive thinking with a straightforward search result. The research has a mixture between quantitative and qualitative method. The expectation of identifying metaphor in advertisements raised different questions to be answered. Finally, the extension of the text-image relation towards extracting visual metaphor has a goal in which the advertisements persuade the audience.
Keywords: Metaphor in advertising, visual persuasiveness, Identification metaphor procedure.
About Adam Cherkaoui:
Adam Cherkaoui is a master student at the University of Bremen, in Germany. He holds a diploma of general academic studies along with a Bachelor´s degree in Linguistics. His thesis was about cross-linguistic syntactic variation In French and English. The affection of learning languages made of him a polyglot graduate. His skills and expertise are: L2 acquisition, TEFL (Teaching English as a Foreign language), Linguistic semantics, Semiotics, Phonetic Transcription, Corpus Linguistics, and Multimodality. All of these gave him the opportunity to teach English as a foreign language which made him switch to the field of Multimodality.
The current project he is working on is entitled “Motion and Location in Metaphorical Advertising”.