文章基本信息

标题：Visual Wine Metaphor and Metonymy in Ads
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作者：Isabel Negro Alousque ; Isabel Negro Alousque
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2015
卷号：173
页码：125-131
DOI：10.1016/j.sbspro.2015.02.041
语种：English
出版社：Elsevier
摘要：AbstractThe aim of advertising is to persuade consumers to buy a product or service. A distinct feature of advertising is its reliance on pictures to achieve this aim. Many ad images encode a metaphor. In this paper we posit the view that visual metaphor relies upon perceptual similarity, conceptual similarity, or in the combination of both types. We shall examine the ways in which visual metaphors in Spanish ads for wines are construed on the basis of formal and conceptual criteria. Two issues will be addressed: (i) the representation of the target and the source; (ii) the role of visual metaphor as a persuasive strategy which enhances the appeal of wine.
关键词：visual metaphor;winespeak;perceptual/conceptual similarity;persuasion.