The Role of Text in the Identification of Visual Metaphor in Advertising

Alousque, Isabel Negro

doi:10.1016/j.sbspro.2015.11.379

Cited by 9 publications

(4 citation statements)

References 10 publications

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“…Existem, no entanto, situações onde a imagem por si só seria sufi ciente para que a metáfora fosse compreensível. No caso concreto deste trabalho, nenhum dos anúncios recolhidos se enquadrava na categoria A da escala proposta por Alousque (2015), onde a ausência de texto é justifi cada pela compreensão da metáfora unicamente através da imagem. Contudo, e a título de exemplo, a metáfora presente no anúncio da Figura 6 funcionaria perfeitamente, mesmo na ausência do texto explicativo da metáfora PIANO É PULMÃO.…”

Section: Discussionunclassified

Inter-relações texto-imagem nas metáforas verbo-pictóricas em publicidade

Mendes

Teixeira

2018

dia

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A publicidade é um campo privilegiado para comprovar determinadas técnicas multimodais que ligam sobretudo o texto e a imagem. Nessa multimodalidade comunicativa, o funcionamento metafórico e metonímico constitui um subdomínio particularmente interessante, não apenas na sua dimensão linguística, mas igualmente a nível de eficiência comunicativa para com um consumidor, a meta final da publicidade. Neste texto procurar-se-á evidenciar como a dimensão multimodal da metáfora se pode ancorar na explicitação/subentendido quer da componente pictórica quer da textual, como isso se pode transformar em jogo desafiador de interpretações para o consumidor, e como o conceito de Necessidade de Cognição (Need For Cognition, ou NFC, no inglês) assenta bastante nos jogos metafórico-metonímicos que os anúncios publicitários podem conter.

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Section: Discussionunclassified

Inter-relações texto-imagem nas metáforas verbo-pictóricas em publicidade

Mendes

Teixeira

2018

dia

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“…The contrast of the black and green colours draws the recipient's attention to the idea of money. The verbal element that is in some studies considered a tool of identifying the visual metaphor [14] presents the basic conceptual metaphor itself.…”

Section: Hybrid Pictorial Metaphormentioning

confidence: 99%

Multimodal transcription as a tool of understanding visual metaphors

2021

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The articles presents an ongoing study of visual metaphors in terms of cognitive approach. Visual metaphor is viewed by the authors as a cognitive tool that structures the perception of the world. The perception of visual metaphors is analysed by means of multimodal transcription that allows to decipher the semiotic codes that produce the meaning. Multimodal transcript is made applying the system of 14 semiotic codes represented by verbal and non-verbal elements of the visual metaphor. The metaphors are divided into motionless and motion ones depending on the type of channel that is engaged for perceiving and processing the information. Depending on the type of the visual metaphor different semiotic codes are transcribed in the structure of the metaphor.

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“…Visual metaphors in advertisements work as a tool to persuade the consumers towards the brands. Alousque (2015) pointed out the role of text in recognizing visual metaphor in adverts through the quantitative analysis. The findings of the survey showed that the text might serve to highlight the product quality or one of its features, thus working as a persuasive technique.…”

Section: Review Of Literaturementioning

confidence: 99%

Visual Metaphors in Pakistani Television Commercials: Its Role in Shaping Female Consumer’s Perceptions about Brand Image and its Consumption

Batool

Iftikhar

Mashal

2020

Lib. Arts Soc. Sci. Int. J.

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The consumers have many choices in buying products around the world, which makes tough competition among the brands. To make the brand stand out in the market, visuals metaphors have become mandatory tools that the advertisers use. Therefore, this study aims to find the role of visual metaphors of Pakistani Television Commercials (TVCs) in shaping the perceptions of female consumers regarding brand image and its consumption as television audience. The study followed the theory of visual rhetoric and brand equity, which gives the building block in understanding the relationship of visual metaphors with consumer’s perception about brand image. The qualitative method is used to scrutinize the in-depth perception by using focus group as a tool of data collection. The population of the study is female youth and 96 students participated as respondents. Results reveal that after watching TVCs, there is significant inclination and affirmative change in consumer’s perception about buying the product among youngsters. It also shows that using visual metaphors benefit significantly in distinction of a brand from its competitors. The conclusive findings will help the advertisers to know the effectiveness of visual metaphors of TVCs in changing consumer’s perception about the brand image and their buying pattern.

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The Role of Text in the Identification of Visual Metaphor in Advertising

Cited by 9 publications

References 10 publications

Inter-relações texto-imagem nas metáforas verbo-pictóricas em publicidade

Inter-relações texto-imagem nas metáforas verbo-pictóricas em publicidade

Multimodal transcription as a tool of understanding visual metaphors

Visual Metaphors in Pakistani Television Commercials: Its Role in Shaping Female Consumer’s Perceptions about Brand Image and its Consumption

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