Visual metaphor analysis in English commercial magazine advertising = Ẩn dụ hình ảnh trong quảng cáo thương mại trên tạp chí Tiếng Anh

Traditionally, the focus of research and studies on metaphor has been on the verbal component while the non – verbal manifestation has been dedicated with little attention. In the wake of cognitive sciences, the status of metaphor has dramatically changed, from a merely a figurative of speech to the...

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Main Author: Nguyễn, Thị Hồng Ngọc
Other Authors: Trần, Thu Hà
Format: Final Year Project
Language:English
Published: 2021
Subjects:
Online Access:http://repository.vnu.edu.vn/handle/VNU_123/101059
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Institution: Vietnam National University, Hanoi
Language: English
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spelling oai:112.137.131.14:VNU_123-1010592021-01-07T09:19:05Z Visual metaphor analysis in English commercial magazine advertising = Ẩn dụ hình ảnh trong quảng cáo thương mại trên tạp chí Tiếng Anh Nguyễn, Thị Hồng Ngọc Trần, Thu Hà ĐHQGHN - Trường Đại học Ngoại Ngữ Ngôn ngữ Anh Quảng cáo Traditionally, the focus of research and studies on metaphor has been on the verbal component while the non – verbal manifestation has been dedicated with little attention. In the wake of cognitive sciences, the status of metaphor has dramatically changed, from a merely a figurative of speech to the cognitive device to reflex human thought patterns. As metaphor has grown out of being a language phenomenon, it also permeates our daily life by making presence in music and images. Since metaphor can now manifest itself in visual other than verbal, it quickly abounds advertising in form of visual metaphor. With its compact and vivid nature, visual metaphor is preferably used in print advertising by copywriters and advertisers as indirect persuasion with a view to deducing customers to buy products. With an aim to closely look at the visual metaphor in English commercial magazine advertising, this study has been carried out by analyzing advertisements of visual metaphor content and conducting questionnaire to see the participants‟ interpretations towards visual metaphor. 2021-01-07T09:19:05Z 2021-01-07T09:19:05Z 2012 Final Year Project (FYP) http://repository.vnu.edu.vn/handle/VNU_123/101059 en 65 p. application/pdf
institution Vietnam National University, Hanoi
building VNU Library & Information Center
continent Asia
country Vietnam
Vietnam
content_provider VNU Library and Information Center
collection VNU Digital Repository
language English
topic Ngôn ngữ Anh
Quảng cáo
spellingShingle Ngôn ngữ Anh
Quảng cáo
Nguyễn, Thị Hồng Ngọc
Visual metaphor analysis in English commercial magazine advertising = Ẩn dụ hình ảnh trong quảng cáo thương mại trên tạp chí Tiếng Anh
description Traditionally, the focus of research and studies on metaphor has been on the verbal component while the non – verbal manifestation has been dedicated with little attention. In the wake of cognitive sciences, the status of metaphor has dramatically changed, from a merely a figurative of speech to the cognitive device to reflex human thought patterns. As metaphor has grown out of being a language phenomenon, it also permeates our daily life by making presence in music and images. Since metaphor can now manifest itself in visual other than verbal, it quickly abounds advertising in form of visual metaphor. With its compact and vivid nature, visual metaphor is preferably used in print advertising by copywriters and advertisers as indirect persuasion with a view to deducing customers to buy products. With an aim to closely look at the visual metaphor in English commercial magazine advertising, this study has been carried out by analyzing advertisements of visual metaphor content and conducting questionnaire to see the participants‟ interpretations towards visual metaphor.
author2 Trần, Thu Hà
author_facet Trần, Thu Hà
Nguyễn, Thị Hồng Ngọc
format Final Year Project
author Nguyễn, Thị Hồng Ngọc
author_sort Nguyễn, Thị Hồng Ngọc
title Visual metaphor analysis in English commercial magazine advertising = Ẩn dụ hình ảnh trong quảng cáo thương mại trên tạp chí Tiếng Anh
title_short Visual metaphor analysis in English commercial magazine advertising = Ẩn dụ hình ảnh trong quảng cáo thương mại trên tạp chí Tiếng Anh
title_full Visual metaphor analysis in English commercial magazine advertising = Ẩn dụ hình ảnh trong quảng cáo thương mại trên tạp chí Tiếng Anh
title_fullStr Visual metaphor analysis in English commercial magazine advertising = Ẩn dụ hình ảnh trong quảng cáo thương mại trên tạp chí Tiếng Anh
title_full_unstemmed Visual metaphor analysis in English commercial magazine advertising = Ẩn dụ hình ảnh trong quảng cáo thương mại trên tạp chí Tiếng Anh
title_sort visual metaphor analysis in english commercial magazine advertising = ẩn dụ hình ảnh trong quảng cáo thương mại trên tạp chí tiếng anh
publishDate 2021
url http://repository.vnu.edu.vn/handle/VNU_123/101059
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