Paula Pérez Sobrino, Jeannette Littlemore, Samantha Ford

Unpacking Creativity

The Power of Figurative Communication in Advertising

• Gebundenes Buch

Produktbeschreibung

Using evidence-based research, this book shows how to maximise the benefits of creative metaphor and metonymy in global advertising.

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Produktdetails

• Verlag: Cambridge University Press
• Seitenzahl: 322
• Erscheinungstermin: 2. September 2021
• Englisch
• Abmessung: 234mm x 206mm x 18mm
• Gewicht: 635g
• ISBN-13: 9781108473538
• ISBN-10: 1108473539
• Artikelnr.: 62216642

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?