Name: Unpacking Creativity: The Power of Figurative Communication in Advertising (en Inglés)
Price: 436236.00 COP
Availability: InStock
Author: Pérez Sobrino, Paula ; Littlemore, Jeannette ; Ford, Samantha
ISBN: 9781108473538

portada Unpacking Creativity: The Power of Figurative Communication in Advertising (en Inglés)

Unpacking Creativity: The Power of Figurative Communication in Advertising (en Inglés)

Formato

Libro Físico

Autor

Samantha Ford

Jeannette Littlemore

Paula Pérez Sobrino

Editorial

Cambridge University Press

Idioma

Inglés

N° páginas

322

Encuadernación

Tapa Dura

Dimensiones

23.4 x 20.6 x 1.8 cm

Peso

0.64 kg.

ISBN13

9781108473538

Categorías

Lingüística
Publicidad

Unpacking Creativity: The Power of Figurative Communication in Advertising (en Inglés)

Samantha Ford (Autor) · Jeannette Littlemore (Autor) · Paula Pérez Sobrino (Autor) · Cambridge University Press · Tapa Dura

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Reseña del libro "Unpacking Creativity: The Power of Figurative Communication in Advertising (en Inglés)"

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.