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Chapter 8. Appreciation and interpretation of visual metaphors in advertising across three European countries

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Abstract

The alternative typologies of visual metaphors proposed by Forceville (1996, 2005) and Phillips and McQuarrie (2004) show some striking similarities with regard to disposition of the visual elements, that is, the source and target domains. The first part of this chapter summarizes the results of two experiments that tested the validity of these classifications with Spanish, French, and Dutch participants and proposes an overall image of the appreciation of the three visual metaphor types. The second part focuses on the interpretations of the metaphors by the Spanish, French, and Dutch participants in the second experiment, to verify whether culture influences the interpretation of the common ground in visual metaphor. We detected subtle cultural differences in focus and interpretive diversity.

Abstract

The alternative typologies of visual metaphors proposed by Forceville (1996, 2005) and Phillips and McQuarrie (2004) show some striking similarities with regard to disposition of the visual elements, that is, the source and target domains. The first part of this chapter summarizes the results of two experiments that tested the validity of these classifications with Spanish, French, and Dutch participants and proposes an overall image of the appreciation of the three visual metaphor types. The second part focuses on the interpretations of the metaphors by the Spanish, French, and Dutch participants in the second experiment, to verify whether culture influences the interpretation of the common ground in visual metaphor. We detected subtle cultural differences in focus and interpretive diversity.

Chapters in this book

  1. Prelim pages i
  2. Table of contents v
  3. List of contributors vii
  4. Acknowledgements ix
  5. Introduction 1
  6. Part 1. Contexts of research
  7. Chapter 1. An assessment of metaphor retrieval methods 21
  8. Chapter 2. Metaphor in discourse 51
  9. Chapter 3. Metaphor identification in Dutch discourse 69
  10. Chapter 4. Locating metaphor candidates in specialized corpora using raw frequency and keyword lists 85
  11. Part 2. Contexts of production
  12. Chapter 5. Metaphor variation across L1 and L2 speakers of English 109
  13. Chapter 6. Metaphorical expressions in L2 production 135
  14. Chapter 7. Researching linguistic metaphor in native, non-native and expert writing 149
  15. Part 3. Contexts of interpretation
  16. Chapter 8. Appreciation and interpretation of visual metaphors in advertising across three European countries 177
  17. Chapter 9. English native speakers’ interpretations of culture-bound Japanese figurative expressions 195
  18. Chapter 10. The limits of comprehension in cross-cultural metaphor 217
  19. Part 4. Metaphor, topic, and discourse
  20. Chapter 11. Conceptual types of terminological metaphors in marine biology 239
  21. Chapter 12. Gestures, language, and what they reveal about thought 261
  22. Part 5. Metaphor and culture
  23. Chapter 13. Armed with patience, suffering an emotion 285
  24. Chapter 14. Trolls 309
  25. Chapter 15. A computational exploration of creative similes 329
  26. Part 6. Afterword and prospects for future research
  27. Chapter 16. Metaphors, snowflakes, and termite nests 347
  28. Name index 373
  29. Terms index 375
Metaphor in Use
This chapter is in the book Metaphor in Use
https://doi.org/10.1075/hcp.38.14mul

Chapters in this book

  1. Prelim pages i
  2. Table of contents v
  3. List of contributors vii
  4. Acknowledgements ix
  5. Introduction 1
  6. Part 1. Contexts of research
  7. Chapter 1. An assessment of metaphor retrieval methods 21
  8. Chapter 2. Metaphor in discourse 51
  9. Chapter 3. Metaphor identification in Dutch discourse 69
  10. Chapter 4. Locating metaphor candidates in specialized corpora using raw frequency and keyword lists 85
  11. Part 2. Contexts of production
  12. Chapter 5. Metaphor variation across L1 and L2 speakers of English 109
  13. Chapter 6. Metaphorical expressions in L2 production 135
  14. Chapter 7. Researching linguistic metaphor in native, non-native and expert writing 149
  15. Part 3. Contexts of interpretation
  16. Chapter 8. Appreciation and interpretation of visual metaphors in advertising across three European countries 177
  17. Chapter 9. English native speakers’ interpretations of culture-bound Japanese figurative expressions 195
  18. Chapter 10. The limits of comprehension in cross-cultural metaphor 217
  19. Part 4. Metaphor, topic, and discourse
  20. Chapter 11. Conceptual types of terminological metaphors in marine biology 239
  21. Chapter 12. Gestures, language, and what they reveal about thought 261
  22. Part 5. Metaphor and culture
  23. Chapter 13. Armed with patience, suffering an emotion 285
  24. Chapter 14. Trolls 309
  25. Chapter 15. A computational exploration of creative similes 329
  26. Part 6. Afterword and prospects for future research
  27. Chapter 16. Metaphors, snowflakes, and termite nests 347
  28. Name index 373
  29. Terms index 375
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