Jeannette Littlemore, Paula Perez Sobrino, Samantha Ford

Unpacking Creativity

The Power of Figurative Communication in Advertising

• Broschiertes Buch

Produktbeschreibung

Drawing on the results of empirical research across a number of authentic advertisements from around the world, this book presents a comprehensive analysis of the persuasive power of figurative communication in advertising, and explores their impact on comprehension, effectiveness, appreciation and arousal of emotion in multicultural audiences.

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Produktdetails

• Verlag: Cambridge University Press
• Seitenzahl: 321
• Erscheinungstermin: 10. April 2025
• Englisch
• ISBN-13: 9781108461863
• ISBN-10: 1108461867
• Artikelnr.: 72876932

Autorenporträt

Paula Pérez-Sobrino is a lecturer in the Department of Modern Languages at the University of La Rioja (Spain). She is a cognitive linguist who specialises in the theoretical development and empirical study of figurative language and multimodal creativity. Recent publications include Multimodal Metaphor and Metonymy in Advertising (2017).

Inhaltsangabe

Introduction
Part I. Theoretical Perspectives: 1. The temple of heaven is not China
2. Is it a bird or is it a chameleon?
3. Welcome to the black supermarket
4. I thought they were hairy breasts!
Part II. Empirical Studies: 5. Spiderman or devil horns?
6. If it's red it must be sport
7. Curry is yellow in Japan but orange in the US
8. So real it's scary
9. Cross-cultural and gender-based variation in the emotional impact and appreciation of marketing videos
10. Having fun with his custard factory?
11. What do we now know about the creative use of figurative communication in advertising?