Formal structures of visual metaphors in pictorial advertising: a cognitive analysis

  • María J. Ortiz Díaz-Guerra Universidad de Alicante
DOI: https://doi.org/10.5209/rev_PEPU.2011.v5.n1.36927
Keywords: visual metaphor, advertising, rhetoric, cognitive.

Abstract

The researchers who have tried to enumerate the formal structures of visual metaphors in pictorial advertising distinguish three basic types. The first type involves the fusion of different objects in a hybrid image, in the second type only one object actually appears but the other is somehow suggested through the context, and in the third type at least two objects appear aligned and symmetric. In this paper, the cognitive origin of these structures is studied applying the overall Theory of Primary Metaphors.

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How to Cite
Ortiz Díaz-Guerra M. J. (2011). Formal structures of visual metaphors in pictorial advertising: a cognitive analysis. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 5(1), 141-162. https://doi.org/10.5209/rev_PEPU.2011.v5.n1.36927
Issue
Vol. 5 No. 1 (2011)
Section
Articles

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