{"product_id":"unpacking-creativity-the-power-of-figurative-communication-in-advertising-paperback-softback-9781108461863","title":"Unpacking Creativity; The Power of Figurative Communication in Advertising (Paperback \/ softback) 9781108461863","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eUnpacking Creativity\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eThe Power of Figurative Communication in Advertising\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cem\u003eUsing evidence-based research, this book shows how to maximise the benefits of creative metaphor and metonymy in global advertising.\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003ePaula Pérez Sobrino (Author), Jeannette Littlemore (Author), Samantha Ford (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781108461863, Cambridge University Press\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePaperback \/ softback, published 10 April 2025\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e322 pages\u003cbr\u003e22.9 x 15.2 x 1.7 cm, 0.523 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cem\u003e\u003cfont size=\"3\"\u003e'This book provides an effective analysis of visual and language metaphors and their interaction, informed by astute application of cognitive science to a range of examples from advertising. Students and researchers in communication, linguistics, and cognitive linguistics as well as advertising researchers and practitioners will find the book interesting and informative. It is well-written and readable, and would be an excellent text for an advanced course in advertising, communication, or cognitive linguistics.' Professor L. David Ritchie, Department of Communication, Portland State University\u003c\/font\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eFigurative 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.\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eIntroduction\u003cbr\u003e Part I. Theoretical Perspectives: 1. The temple of heaven is not China\u003cbr\u003e 2. Is it a bird or is it a chameleon?\u003cbr\u003e 3. Welcome to the black supermarket\u003cbr\u003e 4. I thought they were hairy breasts!\u003cbr\u003e Part II. Empirical Studies: 5. Spiderman or devil horns?\u003cbr\u003e 6. If it's red it must be sport\u003cbr\u003e 7. Curry is yellow in Japan but orange in the US\u003cbr\u003e 8. So real it's scary\u003cbr\u003e 9. Cross-cultural and gender-based variation in the emotional impact and appreciation of marketing videos\u003cbr\u003e 10. Having fun with his custard factory?\u003cbr\u003e 11. What do we now know about the creative use of figurative communication in advertising?\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Cognitivism, cognitive theory [\u003ca title=\"See our other books on Cognitivism, cognitive theory\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Cognitivism,%20cognitive%20theory%20%5BJMAQ%5D%22\"\u003eJMAQ\u003c\/a\u003e], Psycholinguistics [\u003ca title=\"See our other books on Psycholinguistics\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Psycholinguistics%20%5BCFD%5D%22\"\u003eCFD\u003c\/a\u003e], Sociolinguistics [\u003ca title=\"See our other books on Sociolinguistics\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Sociolinguistics%20%5BCFB%5D%22\"\u003eCFB\u003c\/a\u003e], Linguistics [\u003ca title=\"See our other books on Linguistics\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Linguistics%20%5BCF%5D%22\"\u003eCF\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Cambridge University Press","offers":[{"title":"Brand New","offer_id":52415685067032,"sku":"9781108461863","price":24.29,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781108461863i.jpg?v=1784423131","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/unpacking-creativity-the-power-of-figurative-communication-in-advertising-paperback-softback-9781108461863","provider":"Freshly Printed Books","version":"1.0","type":"link"}