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m an example of visual metaphor with a BMW ad. because I wrote it was a BMW ad, i wasnt sure if i needed to cite it a different way. all of the pictures on google that i thought i could maybe add as a citation were copywrite issues.
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Visual metaphors are a type of [[metaphor]]. There are two types: spatial metaphors and stylistic metaphors.<ref>{{Cite book|last=El Refaie|first=Elisabeth|url=https://oxford.universitypressscholarship.com/view/10.1093/oso/9780190678173.001.0001/oso-9780190678173|title=Visual Metaphor and Embodiment in Graphic Illness Narratives|date=2019-02-11|publisher=Oxford University Press|isbn=978-0-19-067817-3|edition=1|language=en|doi=10.1093/oso/9780190678173.001.0001}}</ref> Spatial visual metaphors include where objects are located, their size, whether they are [[Abstract art|abstract]] or realistic, and how it is arranged in respect to other objects. Stylistic visual metaphors are more about how they look specifically. For example, its color, how detailed it is, or its size.<ref>{{Cite book|last=El Refaie|first=Elisabeth|url=https://oxford.universitypressscholarship.com/view/10.1093/oso/9780190678173.001.0001/oso-9780190678173|title=Visual Metaphor and Embodiment in Graphic Illness Narratives|date=2019-02-11|publisher=Oxford University Press|isbn=978-0-19-067817-3|edition=1|language=en|doi=10.1093/oso/9780190678173.001.0001}}</ref>
Visual metaphors are a type of [[metaphor]]. There are two types: spatial metaphors and stylistic metaphors.<ref>{{Cite book|last=El Refaie|first=Elisabeth|url=https://oxford.universitypressscholarship.com/view/10.1093/oso/9780190678173.001.0001/oso-9780190678173|title=Visual Metaphor and Embodiment in Graphic Illness Narratives|date=2019-02-11|publisher=Oxford University Press|isbn=978-0-19-067817-3|edition=1|language=en|doi=10.1093/oso/9780190678173.001.0001}}</ref> Spatial visual metaphors include where objects are located, their size, whether they are [[Abstract art|abstract]] or realistic, and how it is arranged in respect to other objects. Stylistic visual metaphors are more about how they look specifically. For example, its color, how detailed it is, or its size.<ref>{{Cite book|last=El Refaie|first=Elisabeth|url=https://oxford.universitypressscholarship.com/view/10.1093/oso/9780190678173.001.0001/oso-9780190678173|title=Visual Metaphor and Embodiment in Graphic Illness Narratives|date=2019-02-11|publisher=Oxford University Press|isbn=978-0-19-067817-3|edition=1|language=en|doi=10.1093/oso/9780190678173.001.0001}}</ref>


There are three types of visual metaphor that are also seen often. There is juxtaposition, fusion, and replacement. These three types of visual metaphor all differ from each other, and are all complex in their own, specific ways. These levels of complexity are based on how difficult it is for viewers to come to a conclusion on that specific visual metaphor. (Van Mulke, van Hooft, and Nederstigt, 2014).
There are three types of visual metaphor that are also seen often. There is juxtaposition, fusion, and replacement. These three types of visual metaphor all differ from each other, and are all complex in their own, specific ways. These levels of complexity are based on how difficult it is for viewers to come to a conclusion on that specific visual metaphor. <ref>{{Cite journal|last=Ryoo|first=Yuhosua|last2=Jeon|first2=Yongwoog Andrew|last3=Sung|first3=Yongjun|date=2021-07-04|title=Interpret me! The interplay between visual metaphors and verbal messages in advertising|url=|journal=International Journal of Advertising|volume=40|issue=5|pages=760–782|doi=10.1080/02650487.2020.1781477|issn=0265-0487}}</ref>


In juxtaposition metaphors, both the actual product image and the metaphorical image are incorporated within the advertisement. In replacement advertisements, there is only one image shown instead of both. Because only one image is shown in replacement advertisements, the image shown is in place of the image missing as well.
In juxtaposition metaphors, both the actual product image and the metaphorical image are incorporated within the advertisement. In replacement advertisements, there is only one image shown instead of both. Because only one image is shown in replacement advertisements, the image shown is in place of the image missing as well.


"Metaphors are inherently open-ended, and can produce both strong and weak implicatures, the latter of which are alternate readings of the main message that are nevertheless called up in the mind of the interpreter" (McQuarrie and Phillips 2005).
"Metaphors are inherently open-ended, and can produce both strong and weak implicatures, the latter of which are alternate readings of the main message that are nevertheless called up in the mind of the interpreter" <ref>{{Cite journal|last=Ryoo|first=Yuhosua|last2=Jeon|first2=Yongwoog Andrew|last3=Sung|first3=Yongjun|date=2021-07-04|title=Interpret me! The interplay between visual metaphors and verbal messages in advertising|url=|journal=International Journal of Advertising|volume=40|issue=5|pages=760–782|doi=10.1080/02650487.2020.1781477|issn=0265-0487}}</ref>


== Rhetorical uses ==
== Rhetorical uses ==
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There are examples of visual metaphors in the advertising industry. The visuals presented in an ad may have [[Screenplay|scripts]] that say a specific thing, but the visuals have their own meaning besides what it would mean literally.<ref>{{Cite book|last=Forceville, Ch. (Charles)|url=https://www.worldcat.org/oclc/320325084|title=Pictorial metaphor in advertising|date=1998|publisher=Routledge|isbn=0-203-27230-7|location=London|oclc=320325084}}</ref> For example, say a company is selling a particular product, when they show images in a TV or poster advertisement that is not their product, they are saying in a way the product is like the image shown.<ref>{{Cite book|last=Forceville, Ch. (Charles)|url=https://www.worldcat.org/oclc/320325084|title=Pictorial metaphor in advertising|date=1998|publisher=Routledge|isbn=0-203-27230-7|location=London|oclc=320325084}}</ref>
There are examples of visual metaphors in the advertising industry. The visuals presented in an ad may have [[Screenplay|scripts]] that say a specific thing, but the visuals have their own meaning besides what it would mean literally.<ref>{{Cite book|last=Forceville, Ch. (Charles)|url=https://www.worldcat.org/oclc/320325084|title=Pictorial metaphor in advertising|date=1998|publisher=Routledge|isbn=0-203-27230-7|location=London|oclc=320325084}}</ref> For example, say a company is selling a particular product, when they show images in a TV or poster advertisement that is not their product, they are saying in a way the product is like the image shown.<ref>{{Cite book|last=Forceville, Ch. (Charles)|url=https://www.worldcat.org/oclc/320325084|title=Pictorial metaphor in advertising|date=1998|publisher=Routledge|isbn=0-203-27230-7|location=London|oclc=320325084}}</ref>


Visual Metaphor is often seen within advertisements. Because visual metaphor is used to persuade, advertisements utilize visual metaphor to intrigue consumers. In some cases, the visual metaphor has a clear and concise message, and other times it is much more complex and hard to break down. Visual metaphors are one of the most common rhetorical devices used in advertising (Mohanty & Ratneshwar, 2015; Phillips, 2003).
Visual Metaphor is often seen within advertisements. Because visual metaphor is used to persuade, advertisements utilize visual metaphor to intrigue consumers. In some cases, the visual metaphor has a clear and concise message, and other times it is much more complex and hard to break down. Visual metaphors are one of the most common rhetorical devices used in advertising.<ref>{{Cite journal|last=Mohanty|first=Praggyan (Pam)|last2=Ratneshwar|first2=S.|date=2016-05-03|title=Visual Metaphors in Ads: The Inverted-U Effects of Incongruity on Processing Pleasure and Ad Effectiveness|url=|journal=Journal of Promotion Management|volume=22|issue=3|pages=443–460|doi=10.1080/10496491.2016.1154924|issn=1049-6491}}</ref>

An example of a visual metaphor within advertisements can be found many places, but one is from a BMW campaign in 2007. This advertisement showed a large dog with a tiny bowl of food in front of him, and it read, "more power, less consumption." This was a clear replacement metaphor, because the dog was supposed to be in replacement of the car.


==References==
==References==

Revision as of 19:19, 23 November 2021

The photo appears to be of a broken question mark birthday candle faced the other direction on a dark surface. This could be a visual metaphor for questioning life.

A visual metaphor is a pictorial analogy. It illustrates a comparison between what is in the visual, including its connotations and denotations with another thing and its meanings figuratively.[1] For some visual metaphors the link between the images and what they are being compared to is the physical similarity while others it is the conceptual similarity.[2] There are similar interpretations of the visual metaphors but each person can comprehend them a bit differently.[3] There are different types which include: spatial and stylistic. They are also commonly used in advertising because of its ability to persuade.

Types

Visual metaphors are a type of metaphor. There are two types: spatial metaphors and stylistic metaphors.[4] Spatial visual metaphors include where objects are located, their size, whether they are abstract or realistic, and how it is arranged in respect to other objects. Stylistic visual metaphors are more about how they look specifically. For example, its color, how detailed it is, or its size.[5]

There are three types of visual metaphor that are also seen often. There is juxtaposition, fusion, and replacement. These three types of visual metaphor all differ from each other, and are all complex in their own, specific ways. These levels of complexity are based on how difficult it is for viewers to come to a conclusion on that specific visual metaphor. [6]

In juxtaposition metaphors, both the actual product image and the metaphorical image are incorporated within the advertisement. In replacement advertisements, there is only one image shown instead of both. Because only one image is shown in replacement advertisements, the image shown is in place of the image missing as well.

"Metaphors are inherently open-ended, and can produce both strong and weak implicatures, the latter of which are alternate readings of the main message that are nevertheless called up in the mind of the interpreter" [7]

Rhetorical uses

One reason visual metaphors are common in advertising is because they have the ability to persuade.[8] Visual metaphors can be used as a rhetorical device. When the audience sees a visual that they attribute positive or negative emotions with to the company's product or service they may make that connection and feel similarly about that product or service.[9]

Advertising uses

There are examples of visual metaphors in the advertising industry. The visuals presented in an ad may have scripts that say a specific thing, but the visuals have their own meaning besides what it would mean literally.[10] For example, say a company is selling a particular product, when they show images in a TV or poster advertisement that is not their product, they are saying in a way the product is like the image shown.[11]

Visual Metaphor is often seen within advertisements. Because visual metaphor is used to persuade, advertisements utilize visual metaphor to intrigue consumers. In some cases, the visual metaphor has a clear and concise message, and other times it is much more complex and hard to break down. Visual metaphors are one of the most common rhetorical devices used in advertising.[12]

An example of a visual metaphor within advertisements can be found many places, but one is from a BMW campaign in 2007. This advertisement showed a large dog with a tiny bowl of food in front of him, and it read, "more power, less consumption." This was a clear replacement metaphor, because the dog was supposed to be in replacement of the car.

References

  1. ^ Kogan, Nathan; Connor, Kathleen; Gross, Augusta; Fava, Donald (1980). "Understanding Visual Metaphor: Developmental and Individual Differences". Monographs of the Society for Research in Child Development. 45 (1): 1–78. doi:10.2307/1165832. JSTOR 1165832. PMID 6993920.
  2. ^ Kogan, Nathan; Connor, Kathleen; Gross, Augusta; Fava, Donald (1980). "Understanding Visual Metaphor: Developmental and Individual Differences". Monographs of the Society for Research in Child Development. 45 (1): 1–78. doi:10.2307/1165832. JSTOR 1165832. PMID 6993920.
  3. ^ Jeong, Se‐Hoon (Feb 2008). "Visual Metaphor in Advertising: Is the Persuasive Effect Attributable to Visual Argumentation or Metaphorical Rhetoric?". Journal of Marketing Communications. 14 (1): 59–73. doi:10.1080/14697010701717488. ISSN 1352-7266. S2CID 62797510.
  4. ^ El Refaie, Elisabeth (2019-02-11). Visual Metaphor and Embodiment in Graphic Illness Narratives (1 ed.). Oxford University Press. doi:10.1093/oso/9780190678173.001.0001. ISBN 978-0-19-067817-3.
  5. ^ El Refaie, Elisabeth (2019-02-11). Visual Metaphor and Embodiment in Graphic Illness Narratives (1 ed.). Oxford University Press. doi:10.1093/oso/9780190678173.001.0001. ISBN 978-0-19-067817-3.
  6. ^ Ryoo, Yuhosua; Jeon, Yongwoog Andrew; Sung, Yongjun (2021-07-04). "Interpret me! The interplay between visual metaphors and verbal messages in advertising". International Journal of Advertising. 40 (5): 760–782. doi:10.1080/02650487.2020.1781477. ISSN 0265-0487.
  7. ^ Ryoo, Yuhosua; Jeon, Yongwoog Andrew; Sung, Yongjun (2021-07-04). "Interpret me! The interplay between visual metaphors and verbal messages in advertising". International Journal of Advertising. 40 (5): 760–782. doi:10.1080/02650487.2020.1781477. ISSN 0265-0487.
  8. ^ Jeong, Se‐Hoon (Feb 2008). "Visual Metaphor in Advertising: Is the Persuasive Effect Attributable to Visual Argumentation or Metaphorical Rhetoric?". Journal of Marketing Communications. 14 (1): 59–73. doi:10.1080/14697010701717488. ISSN 1352-7266. S2CID 62797510.
  9. ^ Jeong, Se‐Hoon (Feb 2008). "Visual Metaphor in Advertising: Is the Persuasive Effect Attributable to Visual Argumentation or Metaphorical Rhetoric?". Journal of Marketing Communications. 14 (1): 59–73. doi:10.1080/14697010701717488. ISSN 1352-7266. S2CID 62797510.
  10. ^ Forceville, Ch. (Charles) (1998). Pictorial metaphor in advertising. London: Routledge. ISBN 0-203-27230-7. OCLC 320325084.
  11. ^ Forceville, Ch. (Charles) (1998). Pictorial metaphor in advertising. London: Routledge. ISBN 0-203-27230-7. OCLC 320325084.
  12. ^ Mohanty, Praggyan (Pam); Ratneshwar, S. (2016-05-03). "Visual Metaphors in Ads: The Inverted-U Effects of Incongruity on Processing Pleasure and Ad Effectiveness". Journal of Promotion Management. 22 (3): 443–460. doi:10.1080/10496491.2016.1154924. ISSN 1049-6491.

10. [Ryoo, Y., Jeon, Y. A., & Sung, Y. (2021). Interpret me! The interplay between visual metaphors and verbal messages in advertising. International Journal of Advertising, 40(5), 760–782.https://doi-org.libproxy.bellarmine.edu/10.1080/02650487.2020.1781477 ]

11. Peterson, M. O. (2019). Aspects of visual metaphor: an operational typology of visual rhetoric for research in advertising. International Journal of Advertising, 38(1), 67–96. https://doi-org.libproxy.bellarmine.edu/10.1080/02650487.2018.1447760]

12. [Chang, C.-T., Wu, Y.-C., Lee, Y.-K., & Chu, X.-Y. (2018). Right metaphor, right place: Choosing a visual metaphor based on product type and consumer differences. International Journal of Advertising, 37(2), 309–336.https://doi-org.libproxy.bellarmine.edu/10.1080/02650487.2016.1240468]


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