A study of metaphors in advertising in Indian and UK editions of ELLE and VOGUE
This thesis is a study of the ways advertisers use conceptual metaphors in order to creatively communicate with their customers. The purpose of this study is to analyze the metaphorical content of various advertisements and evaluate the creativity behind these advertisements. A conceptual framework...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2008
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| Online Access: | https://eprints.nottingham.ac.uk/22127/ |
| Summary: | This thesis is a study of the ways advertisers use conceptual metaphors in order to creatively communicate with their customers. The purpose of this study is to analyze the metaphorical content of various advertisements and evaluate the creativity behind these advertisements. A conceptual framework was established through the evaluation of literature and a few issues were identified, which became the basis of further study.
For the purpose of this study, advertisements from the August 2008 editions of two leading women magazines viz. ELLE and VOGUE for their British and Indian editions were used. A detailed analysis of the advertisements was undertaken using the theory related to conceptual metaphor. Both the textual and visual elements of the respective advertisements were given equal importance in the analysis. |
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