Unpacking creativity : the power of figurative communication in advertising /
Pérez Sobrino, Paula,author.
Littlemore, Jeannette,author.
Ford, Samantha,author.
"In chapter 1, we saw how advertisers play with metaphor and other forms of figurative expression in order to make their advertisements memorable and effective. We focused on the different ways in which the creative potential of figurative tropes can be exploited when they are used alone and in combination. The focus was on figurative meaning. Another resource, which we did not touch on in Chapter 1, and which provides opportunities for creativity, is the visual medium of expression, or the form of the advertisement. Even highly conventional metaphors and metonyms can be presented in highly creative ways through the novel use of visuals. Consider the following two advertisements (Figures 2.1 and 2.2). Both employ a metaphor in which a mobile phone is presented as if it were an animal, thus endowing the phone with the most salient features of the animal involved. Figure 2.1 compares the phone to a carrier pigeon, thus highlighting features such as speed and directness in delivering messages. In contrast, Figure 2.2 compares the phone to a chameleon, thus highlighting its customisable features"--
Includes bibliographical references and index.
Theoretical perspectives -- Empirical studies.
"In chapter 1, we saw how advertisers play with metaphor and other forms of figurative expression in order to make their advertisements memorable and effective. We focused on the different ways in which the creative potential of figurative tropes can be exploited when they are used alone and in combination. The focus was on figurative meaning. Another resource, which we did not touch on in Chapter 1, and which provides opportunities for creativity, is the visual medium of expression, or the form of the advertisement. Even highly conventional metaphors and metonyms can be presented in highly creative ways through the novel use of visuals. Consider the following two advertisements (Figures 2.1 and 2.2). Both employ a metaphor in which a mobile phone is presented as if it were an animal, thus endowing the phone with the most salient features of the animal involved. Figure 2.1 compares the phone to a carrier pigeon, thus highlighting features such as speed and directness in delivering messages. In contrast, Figure 2.2 compares the phone to a chameleon, thus highlighting its customisable features"--
Advertising.
Creative ability in business.