Metaphors Instrumental in Achieving the Pragmatic Effect in Animal Rights Advertisements

Authors

  • Ilze Oļehnoviča Daugavpils University, Latvia
  • Jeļena Tretjakova Riga Technical University, Latvia
  • Solveiga Liepa Daugavpils University, Latvia

DOI:

https://doi.org/10.18778/1731-7533.18.4.06

Keywords:

animal rights, advertisement, conceptual metaphor, multimodal metaphor, visual metaphor

Abstract

Metaphor can manifest itself in a variety of form including the visual one, which can be an extremely expressive means of communication. That is why visual metaphors are widely used by marketers and advertisers thus becoming a topical object of linguistic research programmes. The study of visual metaphor is tightly related to the study of conceptual metaphor as the target message delivered by a picture is derived from a certain source field that is employed for metaphorical representation. Another type of metaphor commonly used in visual representation is a multimodal metaphor. The present research dwells upon the study of metaphor use in animal rights protection advertisements. The hypothesis of the study is that visual metaphors present strong content that can activate emotions and contribute to the marketers’ desire to influence the audience.

References

Forceville, Charles. 1996. Pictorial Metaphor in Advertising. London: Routledge. https://doi.org/10.4324/9780203272305
Google Scholar

Forceville, Charles. 2008. Metaphor in Pictures and Multimodal Representations. In: Gibbs, R.W.Jr. (ed.). The Cambridge Handbook of Metaphor and Thought, pp.462-482. Cambridge: Cambridge University Press. https://doi.org/10.1017/CBO9780511816802.028
Google Scholar

Forceville, Charles. 2009a. Non-verbal and Multimodal Metaphor in a Cognitivist Framework: Agenda for Research. In: Forceville, Ch. and Urios-Aparisi E. (eds). Multimodal Metaphor, pp.19-42. Berlin/New York: Mounton de Gruyter. https://doi.org/10.1515/9783110215366
Google Scholar

Forceville, Charles. 2009b. A Course in Pictorial and Multimodal Metaphor. Available from: https://semioticon.com/sio/courses/pictorial-multimodal-metaphor/ [Accessed: 15th August 2018].
Google Scholar

Koller, Veronika. 2009. Brand Images: Multimodal Metaphor in Corporate Branding messages. In: Forceville, Ch. and Urios-Aparisi E. (eds). Multimodal Metaphor, 45-71. Berlin/New York: Mounton de Gruyter.
Google Scholar

Lakoff, George and Johnson, Mark. 1980. Metaphors We Live By. Chicago, IL: University of Chicago Press.
Google Scholar

Downloads

Published

2020-12-30

How to Cite

Oļehnoviča, I., Tretjakova, J., & Liepa, S. (2020). Metaphors Instrumental in Achieving the Pragmatic Effect in Animal Rights Advertisements. Research in Language, 18(4), 441-451. https://doi.org/10.18778/1731-7533.18.4.06

Issue

Section

Articles