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CREATIVITY IN ADVERTISING METAPHORS: CASE STUDIES

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by

Nuria Vazquez Ferreira

on 17 May 2015

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Transcript of CREATIVITY IN ADVERTISING METAPHORS: CASE STUDIES

white coral
The logical pattern of the creativity process
blending theory
(Fauconier&turner)
Conceptual metaphor theory
(Lakoff&Johnson)
metaphor operates at the level of thinking
Koestler
BISOCIATION
fusion of two elements=
SOMETHING NEW
CREATIVITY IN pictorial and multimodal advertising metaphors
Charles Mingus, Musician
Making the simple complicated is commonplace;
making the complicated simple, awesomely simple,
that’s creativity

PRINCIPLE OF ECONOMY
concise + elegant
MODALITY
non-vebal elements
two domains: source (lexical field)
&
target (abstract)
black's theory
Artis Zoo
(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
scenario/similarity
modes in which metaphors
are created
Source domain: Leonardo's
"
Mona Lisa
" painting
Senseo Coffee Machine
Easy Rider (1969)
Skoda Fabia, Luke Bellis
Zendium toothpaste
Shell-V power gasoline
Conclusion
Metaphors
as a procedure in advertisments
Unique Selling Proposition
(USP)
Importance of choice

of
mode/modality (bisociation)

Verbal vs non-verbal modes
Non-verbal advantages:
More emotional
Require the addressee to construe the metaphor (more cognitive effort)
Steer addressees into making inferences
VISUAL
SOUND
Beautifully coloured fish
Two input spaces: CAR and FISH.
Shells = Logo
Soundtrack (traffic sounds)
Voice-over (persuade)
INFERENCES
From voice-over
(better gasoline performance)
From visual realm
(unpolluted nature)
METAPHOR
THE ORANG-UTAN
=
MONA LISA
Source similarity: both are
smiling primates
Bubbling water
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)
CITIZ
,
by
NESPRESSO
METONYMICAL REPRESENTATION
ARTIS ZOO
THE LOUVRE
D & G The One
The Association Principle
Mental link between a product and desirable qualities of various kinds.
Famous person-testimonial
Source domain
Easy Rider type motorbikes
Target domain
Coffee machine
Formal similarity
Visual means: close-ups
Desire, 'legendary'
sound: Steppenwolf song
Scenario:
edge
of a skycraper balcony
"the one"
machines
against background
METAPHOR
Coffee mahine
=
Skycraper
Invisible gorilla experiment,
Simons & Chabris (1999, Harvard University)
Transport for London, Chris Palmer
Zendium toothpaste containers swim with fish-like movements
Full transcript