Definition and examples of visual metaphors

A visual metaphor is the representation of a person, place, thing, or idea by means of a visual image that suggests a particular association or point of similarity. Classic menu card Also known as pictorial metaphor and analogical juxtaposition.

Modern advertising relies heavily on visual metaphors.

Classic menudo recipe For example, in a magazine ad for the banking firm Morgan Stanley, a man is pictured bungee jumping off a cliff.

Two words serve to explain this visual metaphor: a dotted line from the jumper’s head points to the word “You”; another line from the end of the bungee cord points to “Us.” The metaphorical message—of safety and security provided in times of risk—is conveyed through a single dramatic image. Champagne cocktails crossword (Note that this ad ran a few years before the subprime mortgage crisis of 2007-2009.)

• “Studies of visual metaphors used for rhetorical purposes generally concentrate on advertising. Wine cocktails crossword A familiar example is the technique of juxtaposing a picture of a sports car . . . Vermouth brands with the image of a panther, suggesting that the product has comparable qualities of speed, power, and endurance. Drinks made with vermouth A variation on this common technique is to merge elements of the car and the wild animal, creating a composite image. . . Gin cocktails crossword clue .” “In an ad for Canadian Furs, a female model wearing a fur coat is posed and made up in a way that is slightly suggestive of a wild animal. Yellow dresses for juniors To leave little doubt as to the intended meaning of the visual metaphor (or simply to reinforce the message), the advertiser has superimposed the phrase ‘get wild’ over her image.” (Stuart Kaplan, “Visual Metaphors in Print Advertising for Fashion Products,” in Handbook of Visual Communication, ed. Yellow dresses for women by K. Yellow dresses for girls L. Red drinks for valentine’s day Smith. Red drinks alcohol Routledge, 2005)

• A Framework for Analysis “In Pictorial Metaphor in Advertising (1996) . . Red dresses for women over 40 ., [Charles] Forceville sets out a theoretical framework for the analysis of pictorial metaphor. Red dresses for girls A pictorial, or visual, metaphor occurs when one visual element ( tenor/ target) is compared to another visual element ( vehicle/ source) which belongs to a different category or frame of meaning. Red dresses for women To exemplify this, Forceville (1996, pp. Red dresses for juniors 127-35) provides the example of an advert seen on a British billboard to publicize the use of the London underground. Zurich classic wikipedia The picture features a parking meter (tenor/target) framed as the head of a dead creature whose body is shaped as the fleshless spinal column of a human being (vehicle/source). Vh1 classic wikipedia In this example, the vehicle visually transfers, or maps, the meaning of ‘dying’ or ‘dead’ (because of lack of food) onto the parking meter, resulting in the metaphor PARKING METER IS A DYING FEATURE (Forceville, 1996, p. Ipod classic wikipedia 131). Red and green cocktails for christmas Considering that the advert wants to promote public transport, having lots of parking meters wasting away in the streets of London can only be a positive thing for underground users and the underground system itself.” (Nina Norgaard, Beatrix Busse, and Rocio Montoro, Key Terms in Stylistics. Best sweet vermouth brands Continuum, 2010)

• Visual Metaphor in an Ad for Absolut Vodka “[The] subcategory of visual metaphor involving some violation of physical reality is a very common convention in advertising. . . . French vermouth brands An Absolut Vodka ad, labeled ‘ABSOLUT ATTRACTION,’ shows a martini glass next to a bottle of Absolut; the glass is bent in the direction of the bottle, as if being drawn toward it by some invisible force . . Popular vermouth brands ..” (Paul Messaris, Visual Persuasion: The Role of Images in Advertising. Italian vermouth brands Sage, 1997)

• Image and Text: Interpreting Visual Metaphors – “[W]e have noticed a decrease in the amount of anchoring copy used in visual metaphor ads . . Best vermouth brands .. Dry vermouth brands We theorize that, over time, advertisers have perceived that consumers are growing more competent in understanding and interpreting visual metaphor in ads.” (Barbara J. Spanish vermouth brands Phillips, “Understanding Visual Metaphor in Advertising,” in Persuasive Imagery, ed. Black and white cocktail dresses plus size by L. Yellow dresses for weddings M. Yellow cocktail dresses for women Scott and R. Yellow cocktail dresses with sleeves Batra. Yellow cocktail dresses for sale Erlbaum, 2003) – “A visual metaphor is a device for encouraging insights, a tool to think with. . . . Yellow cocktail dresses for weddings “That is, with visual metaphors, the image-maker proposes food for thought without stating any determinate proposition. Cheap yellow dresses for juniors It is the task of the viewer to use the image for insight.” (Noel Carroll, “Visual Metaphor,” in Beyond Aesthetics. Cute yellow dresses for juniors Cambridge University Press, 2001)

• Visual Metaphor in Films “One of our most important tools as filmmakers is visual metaphor, which is the ability of images to convey a meaning in addition to their straightforward reality. Vodka cocktails crossword clue Think of it as ‘reading between the lines’ visually. . . . Drinks with whiskey and vermouth A couple of examples: in Memento, the extended flashback (which moves forward in time) is shown in black-and-white and the present (which moves backward in time) is told in color. Cocktail with whiskey and vermouth Essentially, it is two parts of the same story with one part moving forwards and the other part told backward. Best cocktails new orleans At the point in time where they intersect, the black-and-white slowly changes to color. Yellow bridesmaid dresses images Director Christopher Nolan accomplishes this in a subtle and elegant way by showing a Polaroid develop . . Yellow bridesmaid dresses with sleeves ..” (Blain Brown, Cinematography: Theory and Practice, 2nd ed. Yellow dresses for sale Focal Press, 2011)

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