LANGUAGE IN INDIA

Strength for Today and Bright Hope for Tomorrow

Volume 15:10 October 2015
ISSN 1930-2940

Managing Editor: M. S. Thirumalai, Ph.D.
Editors: B. Mallikarjun, Ph.D.
         Sam Mohanlal, Ph.D.
         B. A. Sharada, Ph.D.
         A. R. Fatihi, Ph.D.
         Lakhan Gusain, Ph.D.
         Jennifer Marie Bayer, Ph.D.
         S. M. Ravichandran, Ph.D.
         G. Baskaran, Ph.D.
         L. Ramamoorthy, Ph.D.
         C. Subburaman, Ph.D. (Economics)
         N. Nadaraja Pillai, Ph.D.
Assistant Managing Editor: Swarna Thirumalai, M.A.

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Visual Metaphors in Language of Advertising

Md. Arfeen Zeeshan, M.A. (Language of Advertising, Media & Market)

Visual

The term visual refers to a picture, piece of film, or display used to illustrate or accompany something. The development of photography, film, television, and internet has brought us to a platform where visuals have acquired an important part of our culture and day to day living. Therefore most of the advertising is visual, not verbal any more. Visual thoughts can be complex, but makes possible to easily absorb a large amount of information, if the proper use of metaphors are applied to further enhance its effect.

Metaphor

Everybody more or less is familiar with the term metaphor.

According to Berger (2012) metaphor is a form of analogy. He defined it as a mode of communication in which meaning is generated by making comparisons.

According to www.dictionary.com, metaphor is a figure of speech comparison of one thing to another without the use of like or as.

For example, I say that that man is a fox. It is more or less apparent that the reference is not literal, rather it refers to the characteristics of that person who is clever and smart. These features originally belong to fox, or we can say that these are the qualities of fox.

For instance, if you say that your love is a rose then you are using a metaphor, so a rose is considered to be most beautiful flower and it stands for love. It means your love must be beautiful as well (Berger 2012).

This is only the beginning part of the article. PLEASE CLICK HERE TO READ THE ENTIRE ARTICLE IN PRINTER-FRIENDLY VERSION.


Md. Arfeen Zeeshan, M.A. (Language of Advertising, Media & Market)
Aligarh Muslim University
Aligarh
mdarfeen65@gmail.com

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