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Unpacking Creativity
- The Power of Figurative Communication in Advertising
Af: Samantha Ford, Jeannette Littlemore, Paula Perez Sobrino
Engelsk
Bogcover for Unpacking Creativity af Samantha Ford, Jeannette Littlemore, Paula Perez Sobrino, 9781108473538
Specifikationer
Sprog:
Engelsk
Sider:
322
ISBN-13:
9781108473538
Indbinding:
Hardback
ISBN-10:
1108473539
Kategori:
Udg. Dato:
2 sep 2021
Størrelse i cm:
23,4 x 15,6 x 2,0
Forlag:
Oplagsdato:
2 sep 2021
Forfatter(e):
Genre:

Unpacking Creativity

- The Power of Figurative Communication in Advertising
Af: Samantha Ford, Jeannette Littlemore, Paula Perez Sobrino
Engelsk
Format:
Bog beskrivelse
Figurative communication (the use of metaphor, metonymy, hyperbole and irony) provides economy of expression, clarity, persuasiveness, politeness, evaluation, and communication of emotions. However, it also increases the potential for misunderstanding in situations when people lack shared background knowledge. This book combines theoretical frameworks with empirical studies that measure the effectiveness of different approaches to the use of figurative language in advertisements, to show how to maximise the benefits of creative metaphor and metonymy in global advertising. It highlights how subtle differences in colour, layout, and combinations of different kinds of figurative language affect the reception and appreciation of creative advertising, shedding new light on the nature of figurative communication itself. With a balance between theory, experiments and practical case studies, this book is accessible for academics in linguistics and communication studies, as well as advertising and marketing professionals.
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Specifikationer
Sprog:
Engelsk
Sider:
322
ISBN-13:
9781108473538
Indbinding:
Hardback
ISBN-10:
1108473539
Kategori:
Udg. Dato:
2 sep 2021
Størrelse i cm:
23,4 x 15,6 x 2,0
Forlag:
Oplagsdato:
2 sep 2021
Forfatter(e):
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