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CREATIVITY IN ADVERTISING METAPHORS: CASE STUDIES
Transcript of CREATIVITY IN ADVERTISING METAPHORS: CASE STUDIES
The logical pattern of the creativity process
Conceptual metaphor theory
metaphor operates at the level of thinking
fusion of two elements=
CREATIVITY IN pictorial and multimodal advertising metaphors
Charles Mingus, Musician
Making the simple complicated is commonplace;
making the complicated simple, awesomely simple,
PRINCIPLE OF ECONOMY
concise + elegant
two domains: source (lexical field)
(billboard, figure 2, Forceville,
1996:158.; original in colour)
CREATIVITY IN ADVERTISING METAPHORS
"Make 'em buy!"
attributes of the product
attributes are present in a source domain
modes in which metaphors
Source domain: Leonardo's
Senseo Coffee Machine
Easy Rider (1969)
Skoda Fabia, Luke Bellis
Shell-V power gasoline
as a procedure in advertisments
Unique Selling Proposition
Importance of choice
Verbal vs non-verbal modes
Require the addressee to construe the metaphor (more cognitive effort)
Steer addressees into making inferences
Beautifully coloured fish
Two input spaces: CAR and FISH.
Shells = Logo
Soundtrack (traffic sounds)
(better gasoline performance)
From visual realm
Source similarity: both are
same white coral affected by black spots
Voice-over: Saliva, it is the natural protection of your mouth and teeth
Metaphor labelled as SEASCAPE IS MOUTH
CORAL= TEETH BLACK SPOTS=CARIES
Fish’ natural habitat = water
Zendium’s natural habitat is saliva
Salient mappable feature.
Text ‘relaying’ visual information Barthes (1986)
Nespresso (print ads, Forceville, 1996; originals in colour)
D & G The One
The Association Principle
Mental link between a product and desirable qualities of various kinds.
Easy Rider type motorbikes
Visual means: close-ups
sound: Steppenwolf song
of a skycraper balcony
Invisible gorilla experiment,
Simons & Chabris (1999, Harvard University)
Transport for London, Chris Palmer
Zendium toothpaste containers swim with fish-like movements