Analysis of visual and verbal rhetorical strategies in advertising discourse from cognitive perspective
Other Title(s)
تحليل لغوي معرفي للاستراتيجيات البلاغية البصرية و اللفظية في الخطاب الإعلاني
Parallel Title
تحليل لغوي معرفي للاستراتيجيات البلاغية البصرية و اللفظية في الخطاب الإعلاني
Author
Source
Journal of the Faculty of Arts
Issue
Vol. 13, Issue 2 للغويات و الثقافات المقارنة (31 Jul. 2021), pp.276-314, 39 p.
Publisher
Fayoum University Faculty of Arts
Publication Date
2021-07-31
Country of Publication
Egypt
No. of Pages
39
Main Subjects
Topics
Abstract EN
Pictorial metaphor is a form of rhetorical tropes depicted in images that have a powerful persuasion in advertising.
The visual devices in advertising are considered to be an essential, interrelated, meaningful, and culturally embodied characteristic of contemporary advertising.
A visual metaphor is used frequently in advertisements by depicting one domain of experience (target domain) in terms of another domain of experience (source domain).
With regards to academic research, the emphasis was laid on initially verbal metaphor.
The current research sets out to measure the impact of two different metaphor types namely; verbo-pictorial metaphor and replacement metaphor within an advertising context on consumer response.
A group of 80 professors from three Egyptian universities participated in this experiment.
The Results related to the objective metaphor comprehension indicate the importance of the functional characteristics as a key element that participants focus on when solving the visual metaphors.
Results from this experiment showed that replacement metaphor had the most positive effect on comprehension of the advertisement.
American Psychological Association (APA)
Sadiq, Riham Sayyid. 2021. Analysis of visual and verbal rhetorical strategies in advertising discourse from cognitive perspective. Journal of the Faculty of Arts،Vol. 13, no. 2 للغويات و الثقافات المقارنة, pp.276-314.
https://search.emarefa.net/detail/BIM-1031505
Modern Language Association (MLA)
Sadiq, Riham Sayyid. Analysis of visual and verbal rhetorical strategies in advertising discourse from cognitive perspective. Journal of the Faculty of Arts Vol. 13, no. 2 للغويات و الثقافات المقارنة (Jul. 2021), pp.276-314.
https://search.emarefa.net/detail/BIM-1031505
American Medical Association (AMA)
Sadiq, Riham Sayyid. Analysis of visual and verbal rhetorical strategies in advertising discourse from cognitive perspective. Journal of the Faculty of Arts. 2021. Vol. 13, no. 2 للغويات و الثقافات المقارنة, pp.276-314.
https://search.emarefa.net/detail/BIM-1031505
Data Type
Journal Articles
Language
English
Notes
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Record ID
BIM-1031505