Chapter published in:Metaphor in Use: Context, culture, and communication
Edited by Fiona MacArthur, José Luis Oncins-Martínez, Manuel Sánchez-García and Ana M. Piquer-Píriz
[Human Cognitive Processing 38] 2012
► pp. 177–194
Chapter 8. Appreciation and interpretation of visual metaphors in advertising across three European countries
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.
Published online: 17 October 2012
Cited by 4 other publications
Bolognesi, Marianna, Benjamin Timmermans & Lora Aroyo
Poppi, Fabio I. M.
This list is based on CrossRef data as of 14 october 2021. Please note that it may not be complete. Sources presented here have been supplied by the respective publishers. Any errors therein should be reported to them.