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The Specificity of Advertising Metaphor Formation and Interpretation : Korean TV Ads and Print Ads
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광고 은유 형성 및 해석의 특수성에 대한 고찰 : 한국 티브이 광고와 인쇄 광고를 중심으로

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Type
Academic journal
Author
Sun, Lei (中國 西安外國語大學)
Journal
Rhetoric Society of Korea Korean Journal of Rhetoric Vol.34 KCI Accredited Journals
Published
2019.4
Pages
83 - 110 (28page)
DOI
10.31325/KJR.2019.04.34.83

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The Specificity of Advertising Metaphor Formation and Interpretation : Korean TV Ads and Print Ads
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Abstract· Keywords

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This paper investigates the specificity of the formation and interpretation of advertising metaphors that perform specific marketing functions. When advertisers create advertisement metaphors, they try to enrich the semantic conflict of the advertisements through a mixture of picture elements and character elements. As a result, various visual metaphors are formed in addition to the character metaphors, thereby enhancing the deviation effect and publicity effect. Moreover, advertisers often emphasize functional similarity as a basis for forming advertising metaphors. In doing so, they also aim to meet consumer interest in order to publicize the advantages of products. When consumers interpret advertisement metaphors, they rely largely on the linguistic context composed of various elements, including pictures, in addition to the situational context based on a specific business function. Situational context leads consumers to interpret metaphors in a way that is beneficial for the products, but context composed of picture elements provides enough imaginative space for consumers. Unlike ordinary metaphorical expressions, advertisement metaphors are more intuitive and lively, with elements such as picture and sound. The double image of advertisement metaphors complemented by the visual or acoustical elements is more clear and vivid, as if products were directly in front of the consumers, thus enhancing the advertising effect.
#광고 은유 #특수성 #홍보 기능 #의미적 충돌 #유사성 #문맥 #이중 이미지 #advertising metaphor #specificity #marketing function #semantic conflict #similarity #context #double image

Contents

1. 머리말
2. 광고 은유 형성의 특수성
3. 광고 은유 해석의 특수성
4. 맺음말
참고문헌
Abstract

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UCI(KEPA) : I410-ECN-0101-2019-802-000727350