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July 5, 2018Visual CommunicationOpen Access

How language and image construct synaesthetic metaphors in print advertising

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Authors

MBMarianna BolognesiUniversity of BolognaFLFrancesca Strik LieversUniversity of Genoa

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Implication

Qualitative analysis reveals how text and images construct synaesthetic metaphors in print advertising, highlighting theoretical frameworks for future multimodal marketing research.

Key Points

  • Examine how print advertisements use language and imagery to construct synaesthetic metaphors by transferring attributes across sensory modalities.
  • Identified and analyzed print advertisements featuring cross-modal sensory cues and synaesthetic metaphors.
  • Classified advertisements according to the distinct communicative roles and interactions between text and visual imagery.
  • Developed a typology categorizing print advertisements based on the functional contribution and interaction of linguistic and visual elements.
  • Established a conceptual foundation to guide future empirical research in cognitive science and sensory marketing.

Cite This Study

Bolognesi et al. (2018) studied this question.

synapsesocial.com/papers/6a10f44c63b25c787d9fc684https://doi.org/10.1177/1470357218782001
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Also Consider

Synapse has enriched 3 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Brand Sense: How to Build Powerful Brands Through Touch, Taste, Smell, Sight and Sound2006 · 291 citations
  2. 2Theory of Synesthesia Applied to Persuasion in Print Advertising Headlines1995 · 37 citations
  3. 3The Development, Change, and Transformation of Rhetorical Style in Magazine Advertisements 1954–19992002 · 204 citations