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Table Of Contents

1Introduction
2Max Black’s interaction theory of metaphor
INTRODUCTION
MAX BLACK’S INTERACTION THEORY OF METAPHOR: A FIRST OUTLINE
AN EVALUATION OF KITTAY’S (1987) CRITICISMS OF BLACK’S THEORY
OTHER VIEWS HELD BY BLACK
SUMMARY
WOLLHEIM (1987)
HAUSMAN (1989)
KENNEDY (1982)
JOHNS (1984)
DURAND (1987)
FORCEVILLE (1988)
WHITTOCK (1990)
THE WORD AND IMAGE ADVERTISEMENT TEXT
ROLAND BARTHES’ (1986/1964) THREE KINDS OF MESSAGES
VERBAL ANCHORING AND RELAYING: FRANKLIN (1988)
PICTORIAL CONTEXT
Source: Bosch 1985:146
LEVELS OF CONTEXT
Relevance theory perspectives
SPERBER AND WILSON’S ‘RELEVANCE THEORY’
RELEVANCE THEORY AND BLACK’S INTERACTION THEORY
RELEVANCE THEORY AND THE ANALYSIS OF ADVERTISEMENTS AND BILLBOARDS
TANAKA (1994)
CASE STUDIES: METAPHORS WITH ONE PICTORIALLY PRESENT TERM (MP1s)
Figure 6.6 Source: Advertising agency: HCM
CASE STUDIES: METAPHORS WITH TWO PICTORIALLY PRESENT TERMS (MP2s)
IS THERE A FUNDAMENTAL DIFFERENCE BETWEEN MP1s AND MP2s?
CASE STUDIES: PICTORIAL SIMILES
DISCUSSION
CASE STUDIES: VERBO-PICTORIAL METAPHORS (VPMs)
MORE DISCUSSION
BACKGROUND: MICK AND POLITI (1989)
HYPOTHESES
STIMULUS MATERIAL
METHOD
IDENTIFICATION OF THE METAPHORS: RATING METHOD
IDENTIFICATION OF THE METAPHORS: RESULTS
INTERPRETATION OF THE METAPHORS: SCORING CRITERIA
INTERPRETATION OF THE METAPHORS: RESULTS
PERSONAL ASSOCIATIONS OF PARTICIPANTS
8Closing remarks
VARIABLES IN THE COMMUNICATION SITUATION
OTHER PICTORIAL TROPES
Notes
Bibliography
Index
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Pictorial Metaphor in Advertising 1996

Pictorial Metaphor in Advertising 1996

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Published by Fábio Lopes
Charles Forceville. Metáforas pictográficas ou visuais.
Charles Forceville. Metáforas pictográficas ou visuais.

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Categories:Topics, Art & Design
Published by: Fábio Lopes on Apr 14, 2013
Copyright:Attribution Non-commercial

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