Visual Wine Metaphor and Metonymy in Ads

Abstract

The aim of advertising is to persuade consumers to buy a product or service. A distinct feature of advertising is its reliance on pictures to achieve this aim. Many ad images encode a metaphor. In this paper we posit the view that visual metaphor relies upon perceptual similarity, conceptual similarity, or in the combination of both types. We shall examine the ways in which visual metaphors in Spanish ads for wines are construed on the basis of formal and conceptual criteria. Two issues will be addressed: (i) the representation of the target and the source; (ii) the role of visual metaphor as a persuasive strategy which enhances the appeal of wine.

Distinguishing cartoon subgenres based on a multicultural contemporary corpus

“…In the case of Daily political cartoons, our results are in line with those of many scholars who claim that the link between the referenced and fictional situations in political cartoons is achieved by means of metaphors (see El Refaie 2003Shelton Caswell 2004;Steuter & Wills 2011;Negro Alousque 2013, 2014. Referenced situations usually involve abstract concepts and metaphor is very conducive to represent such concepts in a more familiar way.…”

“…In-depth studies about how different rhetorical resources cooperate are scarce. Some contributions are focused on the interaction between metaphor and metonymy (Goossens 1990;Ruiz de Mendoza Ibáñez & Mairal Usón 2007;Negro Alousque 2013;Ying-Yu Lin & Chiang 2015) and some others offer a general panorama (Pedrazzini & Scheuer 2012). In this particular research about political cartoons, we observed an association between irony and sarcasm and other figures of thought such as allusion operating in the verbal mode.…”

“…Among these, metaphor and metonymy have been largely considered and put forth as basic resources operating in cartoons (e.g. El Refaie 2003Refaie , 2009Schilperoord & Maes 2009;Bounegru & Forceville 2011;Negro Alousque 2013, 2014. The ways in which irony and sarcasm introduce a gap between what is said and a different intended or underlying meaning (Kerbrat-Orecchioni 2013) has also been studied in cartoons (e.g.…”

The Function of Metaphor Modality in Memes on Jordanian Facebook Pages

“…Against this background, many studies have focused on the use of visual metaphor in specialized language, including economics (Rojo López & Orts Llopis, 2010), political cartooning, and advertising (Negro Alousque, 2015), but studies that examined the use of monomodal and multimodal metaphors in memes, especially in an Arab context, are scarce to the best of the researchers’ knowledge (see Younes & Altakhaineh, 2022). Note also that CMT or one of its updated versions, for example, main meaning focus, has been adopted as theoretical framework by many recent studies (e.g., Al-Saleh et al, 2020; Zibin, 2021).…”

Textual Artifact of Advertising: A Thrust of Halliday’s Mood System Resources

“…ExxonMobil also attempts to appraise and exalt the state by using propositions such as Energy lives here and [Akwa Ibom is] the land of promise. The Subject, Energy, operates as metonymy and in the form of an animated being (ALOUSQUE, 2015;PÉREZ-SOBRINO, 2016). In a sense, Energy represents petroleum resources, while the "fused" Finite-Predicator, lives, extols Energy as an animate entity.…”