Charles Forceville – författare
1 154 kr
Skickas inom 5-8 vardagar
1 220 kr
Läs direkt efter köp
1 264 kr
Läs direkt efter köp
2 428 kr
Skickas inom 10-15 vardagar
795 kr
Skickas inom 10-15 vardagar
970 kr
Läs direkt efter köp
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.
970 kr
Läs direkt efter köp
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.
1 791 kr
Skickas inom 5-8 vardagar
1 811 kr
Läs direkt efter köp
Creativity is a highly-prized quality in any modern endeavor, whether artistic, scientific or professional. Though a much-studied subject, and the topic of a great many case-studies, the field of creativity research is still very much an open one. Creativity remains a field where absolute definitions hold very little water, and where true insight can only emerge when we properly appreciate - from a nuanced, multi-disciplinary perspective - the crucial distinction between the producer''s perspective and the consumer''s perspective. Theories that afford us a critical appreciation of a creative work do not similarly afford a explanatory insight into the origins and development of the work. As researchers, we must approach creativity both as producers - to consider the vast search-spaces that a producer encounters, and to appreciate the need for heuristic strategies for negotiating this space - and as consumers, to appreciate the levels of shared knowledge (foreground and background) that is exploited by the producer to achieve a knowingly creative effect in the mind of the consumer. This volume thus brings together both producers and consumers in a cross-disciplinary exploration of this complex, many-faceted phenomenon.