Tanulmány
Abuczki Ãgnes
The Use of Metaphors in Advertising
A Case Study and Critical address Analysis of Advertisements in Cosmopolitan
Abstract The aim of this study is to form attention to the ways the media use and manipulate peoples thinking by applying a specific type of figure speech, namely allegory in advertisements. I try to investigate the relationship mingled with individual psychology, metaphor and the media by means of a chance study of the metaphors contained in two issues of the Cosmopolitan magazine, the original American issue and a Hungarian version. A model is proposed in my essay whereby peoples thinking is structured by metaphor. Magazines such as the Cosmopolitan have the power to influence the way that people, and therefore, societies occasion abstract domains such as interpersonal relationships, health, and beauty. In the archetypical half of this paper, I will explain the relationship amongst consumerism and advertising; and I will also provide a definition of metaphors, describe their component parts, observe their role from a cognitive perspective, and provide a brief historical overview of the research of metaphors.
In the second part of the paper, I will bribe my research of a collection of metaphors categorized according to their reference work domains found in the adverts of the magazine.
1
Advertising Industry and Consumerism
1.1 Introduction shaping Consumer Behaviour in Advertising
Advertising originally meant taking mark off or considering, however, its meaning later changed to persuading. The purpose of advertising is to go on a favourable image if a product, a service, a particular brand that matches the profile or motive of the dominance buying public. Regarding the history of the advertising industry, domestic consumption increase drastically in the 50s and 60s, which resulted in the production of...If you want to fail a full essay, order it on our website: Orderessay
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