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In some cases, the visual metaphor has a clear and concise message, and other times it is much more complex and hard to break down. Visual metaphors are one of the most common rhetorical devices used in advertising. [14] An example of a visual metaphor within advertisements can be found many places, but one is from a BMW campaign in 2007.
With an inexact metaphor, however, a metaphier might have associated attributes or nuances – its paraphiers – that enrich the metaphor because they "project back" to the metaphrand, potentially creating new ideas – the paraphrands – associated thereafter with the metaphrand or even leading to a new metaphor. For example, in the metaphor ...
A list of metaphors in the English language organised alphabetically by type. A metaphor is a literary figure of speech that uses an image, story or tangible thing to represent a less tangible thing or some intangible quality or idea; e.g., "Her eyes were glistening jewels".
Conceptual metaphors are useful for understanding complex ideas in simple terms and therefore are frequently used to give insight to abstract theories and models. For example, the conceptual metaphor of viewing communication as a conduit is one large theory explained with a metaphor. So not only is our everyday communication shaped by the ...
Uses of figurative language, or figures of speech, can take multiple forms, such as simile, metaphor, hyperbole, and many others. [12] Merriam-Webster's Encyclopedia of Literature says that figurative language can be classified in five categories: resemblance or relationship, emphasis or understatement, figures of sound, verbal games, and errors.
An image schema (both schemas and schemata are used as plural forms) is a recurring structure within our cognitive processes which establishes patterns of understanding and reasoning. As an understudy to embodied cognition, image schemas are formed from our bodily interactions, [1] from linguistic
The Zaltman metaphor elicitation technique (ZMET) is a market research tool. ZMET is a technique that elicits both conscious and especially unconscious thoughts by exploring people's non-literal or metaphoric expressions. It was developed by Gerald Zaltman at the Harvard Business School in the early 1990s. As Zaltman described it, "A lot goes ...
Synecdoche is a rhetorical trope and a kind of metonymy—a figure of speech using a term to denote one thing to refer to a related thing. [9] [10]Synecdoche (and thus metonymy) is distinct from metaphor, [11] although in the past, it was considered a sub-species of metaphor, intending metaphor as a type of conceptual substitution (as Quintilian does in Institutio oratoria Book VIII).