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Unpacking Creativity: The Power of Figurative Communication in Advertising
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Unpacking Creativity: The Power of Figurative Communication in Advertising (Hardback)

£85.00
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Synopsis

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.

Languages with Grant & CutlerLearning & Reference By SubjectSociolinguisticsLanguages with Grant & CutlerLinguisticsPsycholinguisticsPhilosophy, Psychology & Social SciencesPsychologyPsychological theory & schools of thoughtCognitivism, cognitive theory Publisher: Cambridge University Press Publication Date: 31/10/2021 ISBN-13: 9781108473538  Details: Type: Hardback Format: Books
Availability: Pre-order for despatch on publication. Pre-Order

Paula Perez-Sobrino is a lecturer at the Department of Modern Philologies at the University of La Rioja (Spain). She is a cognitive linguist specialised in the theoretical development and empirical study of figurative language and multimodal creativity. Recent publications include Multimodal Metaphor and Metonymy in Advertising (2017). Jeannette Littlemore is a Professor of English Language and Applied Linguistics in the Department of English Language and Linguistics at the University of Birmingham. Her research focuses on metaphor and metonymy in cross-cultural communication. She has published three previous books with CUP, the latest of which is Metaphors in the Mind (2019). Samantha Ford is a Doctoral Researcher in the Department of English Language and Linguistics at the University of Birmingham. With a Collaborative Doctoral Award from the Midlands4Cities, Arts and Humanities Research Council (AHRC), Samantha researches figurative creativity in advertising and consumer attitude, behaviour, and memory with Big Cat Advertising Agency.

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