文章基本信息

标题：Three-dimensional metaphorical objects in street advertising
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作者：Clara Pascual Hinojal ; Antonio José Silvestre López
期刊名称：RAEL
印刷版ISSN：1885-9089
出版年度：2015
卷号：14
期号：1
页码：51-66
语种：English
出版社：AESLA/FAC Cien Human & Social
其他摘要：This paper aims at unravelling the role of metaphor in three street marketing campaign advertisements. Each advertisement is the product of a creative process involving metaphorical mappings from an urban object (shelter, bench, ramp) onto a target domain (a billboard). The study draws on two approaches from the fields of cognitive linguistics (Forceville 2009) and industrial design (Cila 2013) in order to provide a qualitative analysis of metaphor and modality in the so-called three-dimensional metaphorical objects involved in each advertisement. A new version of the interaction mode (Cila 2013: 18) is proposed as an analytical mode for those three-dimensional metaphorical entities whose real-word materialisation establishes new sets of sensory-motor interactional pathways with human beings. Results show how metaphors combine to yield the desired interactive effects through different patterns of modality. The paper concludes that this combination is a key campaign asset and calls for further work on the deliberate use of metaphor in creative processes.