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Books > Business & Economics > Business & management > Sales & marketing > Advertising
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Unpacking Creativity - The Power of Figurative Communication in Advertising (Hardcover)
Loot Price: R3,061
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Unpacking Creativity - The Power of Figurative Communication in Advertising (Hardcover)
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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.
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