Unpacking Creativity: The Power of Figurative Communication in Advertising

by Paula Pérez Sobrino, Samantha Ford, Jeannette Littlemore, et al.

Figurative communication (the use of metaphor, metonymy, hyperbole and irony) provides economy of expression, clarity, persuasiveness, politeness, evaluation, and communication of emotions. However, it also increases the potential for misunderstanding in situations when people lack shared background knowledge. This book combines theoretical frameworks with empirical studies that measure the effectiveness of different approaches to the use of figurative...

• Format: Hardcover
• Language: English
• ISBN: 1108473539
• ISBN13: 9781108473538
• Release Date: November 2021
• Publisher: Cambridge University Press
• Length: 322 Pages
• Weight: 1.40 lbs.
• Dimensions: 0.7" x 8.1" x 9.2"