Researchers have found that metaphor advertising can be effective in persuasion (Toncar & Munch, 2001), enhances the consumer's attitude toward a brand and advertising (Kim et al., 2012), increases the perceived novelty (Chang & Yen, 2013) and increases the consumer's interest in (Ang & Lim, 2006), and memory recall of the advertising (McQuarrie & Glen Mick, 2003).
However, in most research on metaphor advertising the focus of researchers has tended to be on its effect on judgment or choice and the impact it has on people's thinking style or mindset has been overlooked.
When a metaphor is novel (e.g., the stock market keeled over), people have to compare two different concepts (stock markets and the act of keeling over) to discover what they have in common.
When a specific concept is repeatedly used figuratively, people become familiar with the intended meaning of the metaphor, and the metaphor becomes conventional (e.g., the stock market dropped).
Part one, "Metaphor, Euphemism and Dysphemism," is an explanation of the author's terminological and theoretical standpoint.
The role of metaphor in the creation of x-phemisms is crucial, because metaphorical construal creates a particular perspective on the taboo concept.
Third, it creates a historicity that is built on and defined by
metaphors, that is, each stage being represented by a
metaphor of communication (communication as transmission and communication as ritual).
Here now is the natural sequel, "Farnsworth's Classical English
Metaphor", arguably the most entertaining and instructive book ever written about the art of comparison.
The present study utilized
metaphor analysis to examine the core values of Colombian medical students.
If we are right in suggesting that our conceptual system is largely metaphorical, then the way we think, what we experience, and we do every day is very much a matter of
metaphor. (3) Given the preceding excerpt, we should be horrified by the
metaphors that have become the currency in our discourses.
Metaphorical Landscapes and the Theology of the Book of Job: An Analysis of Job's Spatial
Metaphors
