The wordmetaphorhas its origin in the Greek wordmetaphorá,a noun meaning "a transfer, especially in meaning, from one word to another". It comes ultimately from the verbmetaphérein"transfer, carry over", composed ofmeta-"over, across" andphérein"carry, bear". (cf. The Cambridge Encyclopaedia 1990→metaphor). Throughout the centuries theorists have tried to define general rules for this transfer in meaning and have generally considered possible underlying mechanisms of this fascinating phenomenon. The early theories, dating back in history as far as Aristotle’s times, see metaphor as a figure of speech and therefore alanguagephenomenon. This view remained dominant until the middle of the 20thcentury, when cognitive linguists proposed that the locus of metaphor is not language, butthought,and therefore developed a whole new approach to metaphor. In the last decades some authors have also extended these findings from verbal metaphor to the realm of pictorial metaphor. In the first part of this paper I will give an overview of the development of these theories. I will put special emphasis on the contemporary theories of metaphor and especially those which deal with instances of so-called creative metaphor. I have selected those approaches which are most relevant for my analysis of a selection of press advertisements, involving pictorial and verbal-pictorial metaphor, which follows in the second part of this paper.
Table of Contents
1. Introduction
2. Theoretical background
2.1. The classical view on metaphor
2.2. Max Black’s interaction view on metaphor
2.3. The constructivist theory of metaphor: Lakoff & Johnson (1980) et al.
2.4. Charles Forceville’s approach to pictorial metaphor
3. Case studies
3.1. Ferrero Rocher advertisement (2003)
3.2. Kellog’s Special K Red Berries advertisement (2002)
3.3. Nimble bread advertisement (2003)
4. Conclusion
5. Literature list
Research Objectives and Themes
This paper explores the mechanics of pictorial and verbo-pictorial metaphors within the context of food product advertising. By applying established cognitive linguistic theories—specifically those of Max Black and Charles Forceville—the research aims to demonstrate how advertisers use metaphorical imagery and text to project positive attributes onto products, thereby influencing consumer perception and attitudes on a subconscious level.
- Cognitive theories of metaphor (Classical, Interactionist, and Constructivist views).
- Analysis of pictorial metaphor in contemporary print advertising.
- Application of the "primary" and "secondary" subject framework in marketing.
- The relationship between visual anomalies and persuasive messaging in food commercials.
- Evaluation of "strong" versus "weak" implicatures in consumer response.
Excerpt from the Book
2.5. Ferrero Rocher advertisement (2003)
I have come across this print advertisement in an American womens’ magazine in October 2003. The anomaly that makes us aware of the metaphor in this picture is that in place of something else – namely grapes – we find Rocher sweets arranged in a way Rocher sweets would not normally be positioned. What are the two terms of the metaphor? One of the terms is the product: Ferrero Rocher sweets. The other one is unambiguously suggested by the context: a plate of fruit depicted in a way that reminds the viewer of the typical (Dutch), baroque still life paintings from the 17th century. The following picture is merely an example for a number of similar oil paintings of still lifes with fruit on plates or in baskets. The correspondence between the grapes in the oil painting and the Ferrero Rocher sweets in the advertisement is striking, both overlapping the edge of the plate to the left hand side of the picture:
Summary of Chapters
1. Introduction: Outlines the linguistic origins of metaphor and the transition from viewing it as a mere rhetorical figure to a fundamental cognitive process, setting the stage for the analysis of pictorial metaphors.
2. Theoretical background: Provides a comprehensive review of key theories, including the classical substitution view, Max Black’s interaction theory, and the constructivist approach, culminating in Charles Forceville’s framework for analyzing pictorial metaphors.
3. Case studies: Applies the aforementioned theoretical framework to analyze three specific food advertisements, examining how visual and textual elements interact to convey persuasive messages.
4. Conclusion: Summarizes the findings, confirming the utility of Forceville's categorization while identifying a complex sub-case of verbo-pictorial metaphor that requires further theoretical development.
5. Literature list: Provides a formal bibliography of all academic sources and electronic media referenced within the research paper.
Keywords
Metaphor, Pictorial Metaphor, Advertising, Cognitive Linguistics, Max Black, Charles Forceville, Ferrero Rocher, Food Marketing, Consumer Perception, Implicature, Verbo-pictorial Metaphor, Constructivism, Target Domain, Source Domain, Brand Image.
Frequently Asked Questions
What is the fundamental focus of this research?
The research examines how pictorial and verbo-pictorial metaphors function as persuasive tools in food advertisements to influence subconscious consumer behavior.
What primary thematic fields are covered?
The work covers cognitive linguistics, the evolution of metaphor theory, and the practical application of these theories within the marketing and advertising sector.
What is the central research question?
The paper seeks to identify how advertising agencies utilize creative metaphor to project desirable traits—such as luxury, health, or style—from a source domain onto food products.
Which scientific methods are employed?
The author uses a qualitative analysis approach, applying Charles Forceville’s criteria for pictorial metaphors and Max Black’s interaction view to deconstruct three selected print advertisements.
What is addressed in the main part of the document?
The main part consists of a theoretical grounding in metaphor studies, followed by detailed case studies of advertisements for Ferrero Rocher, Kellog’s Special K, and Nimble bread.
Which keywords best characterize this work?
Key terms include pictorial metaphor, cognitive linguistics, branding, consumer psychology, and the interplay between visual and textual communication.
How is the Ferrero Rocher advertisement interpreted metaphorically?
The author interprets the ad as a hybrid metaphor (MP2) where the sweets replace grapes in a Baroque-style still life, projecting the luxury and natural elegance of fruit onto the chocolate product.
What specific challenge does the Nimble bread advertisement pose to existing theories?
It represents a more complex verbo-pictorial metaphor where the meaning exists only in the synergy between the image and the text, rather than being neatly categorized as a purely visual or textual term.
Does the author believe these metaphors are universally understood?
No, the author notes that these metaphors are highly dependent on cultural contexts, suggesting they would fail in societies where the projected "improvement" (e.g., being slim) is not considered a positive value.
- Quote paper
- Miriam Volkmann (Author), 2004, Verbal and pictorial metaphor in advertisement, Munich, GRIN Verlag, https://www.grin.com/document/57993
