Image and Word: Visual and Verbal-Visual Synaesthetic Metaphors in Selected Internet Advertisements

Abstract

Modern advertising, as a dynamic and multifaceted means of communication, employs a variety of techniques and sophisticated methods of persuasion to engage the audience’s senses and elicit the desired responses. One of the more intriguing artistic devices used in advertising is the synaesthetic metaphor. These complex linguistic constructs, which refer to various sensory modalities, offer a unique perspective on the interplay between image and text in the process of advertising communication. This paper introduces a classification of synaesthetic metaphors employed in Polish and Russian online advertisements and analyzes their role in the synergy between image and language on the basis of selected examples.