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| go figure armonk: Go Figure! New Directions in Advertising Rhetoric Edward F. McQuarrie, Barbara J. Phillips, 2008 Rhetorical scholarship has found rich source material in the disciplines of advertising, communications research, and consumer behavior. Advertising, considered as a kind of communication, is distinguished by its focus on causing action. Its goal is not simply to communicate ideas, educate, or persuade, but to move a prospect closer to a purchase. The editors of Go Figure! New Directions in Advertising Rhetoric have been involved in developing the scholarship of advertising rhetoric for many years. In this volume they have assembled the most current and authoritative new perspectives on this topic. The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric. In the opening and closing chapters editors Ed McQuarrie and Barbara Phillips provide an integrative view of the current state of the art in advertising rhetoric |
| go figure armonk: Visual Marketing Michel Wedel, Rik Pieters, 2007-09-19 This comprehensive volume aims to further research and theory development in visual marketing. By bringing together leading researchers in the field, it strives to contribute to the establishment of visual marketing as a coherent discipline. The chapters represent an array of issues in visual marketing. They address three areas in theory: attention |
| go figure armonk: Applied Social Sciences Gheorghe Clitan, Georgeta Raţă, 2014-08-11 This book, Applied Social Sciences: Communication Studies, is a collection of essays specific to the field of Verbal and Non-verbal Communication. It contains essays on the role of communication in the academic library (interculturality), IT (collaborative web, digitalisation), literary fiction (folktale, Romanian drama), management (conflict management, election campaign discourse, public relations, terrorism risk), marketing (advertising, brand, cultural events), mass-media (censorship, glossies, image fabrication, journalistic approach, manipulation, media events, metaphorisation of discourse, news, public opinion, public space, television), organisations (cyberspace), and sports (volleyball). This book will appeal to professionals working in the fields of community college teaching, corporate communications, entertainment, human resources, journalism, management, marketing, media literacy, media management and media criticism, non-profit work, PhD work in communication, public relations, strategic planning, and training and consulting. The types of academic readership it will appeal to include: researchers, students, teacher trainers, and teachers of all subjects and of all levels, who want to develop personally and professionally. |
| go figure armonk: Metaphor Zoltan Kovecses, 2010-03-12 Combining up-to-date scholarship with clear and accessible language and helpful exercises, Metaphor: A Practical Introduction is an invaluable resource for all readers interested in metaphor. This second edition includes two new chapters--on 'metaphors in discourse' and 'metaphor and emotion' --along with new exercises, responses to criticism and recent developments in the field, and revised student exercises, tables, and figures. |
| go figure armonk: The World Told and the World Shown Eija Ventola, Arsenio Jesús Moya Guijarro, 2009-10-29 Positioned within the field of linguistics and multisemiotic discourse analysis, the theme of this book is the multifaceted interaction between text and image in different discourse genres, and it offers critical views on how we talk and show our experience of the world around us. |
| go figure armonk: Creative Advertising Concept and Copy Georgia-Zozeta Miliopoulou, 2024-04-08 Considering perspectives on creative advertising through a unique media and communications lens, this book encompasses both the theory and practical tools needed to approach and understand creativity in advertising with an original eye. Drawing from diverse subject areas including Social Anthropology, Narrative Theory, Consumer Psychology, Semiotics and Cultural Studies, Creative Advertising Concept and Copy provides a solid grounding in advertising education away from the traditional business and marketing literature. Notwithstanding the need for independent inspiration and originality, the author guides readers through the entire process of campaign planning, moving from strategy to creative idea to finished piece whilst employing concepts and principles relevant to ‘design thinking’. Taking into account ethics and regulations, the use of text and images, and storytelling across radio, TV and video platforms, readers will come to a holistic understanding of what advertising can (and cannot) do, and how to achieve the best results. Written for students involved in creative advertising as an area of academic research and professional practice, this book will also be of interest to early-career advertising professionals seeking a fresh perspective on their work. |
| go figure armonk: Visual Branding Edward F. McQuarrie, Barbara J. Phillips, 2016-12-30 Visual Branding pulls together analyses of logos, typeface, color, and spokes-characters to give a comprehensive account of the visual devices used in branding and advertising. The book places each avenue for visual branding within a rhetorical framework that explains what that device can accomplish for the brand. It lays out the available possibilities for constructing logos and distinguishes basic types along with examples of their use and evolution over time. |
| go figure armonk: Assembling Arguments Jonathan Buehl, 2016-01-20 Scientific arguments—and indeed arguments in most disciplines—depend on visuals and other nontextual elements; however, most models of argumentation typically neglect these important resources. In Assembling Arguments, Jonathan Buehl offers a concentrated study of scientific argumentation that is sensitive to both the historical and theoretical possibilities of multimodal persuasion as it advances two related claims. First, rhetorical theory—when augmented with methods for reading nonverbal representations—can provide the analytical tools needed to understand and appreciate multimodal scientific arguments. Second, science—an inherently multimodal enterprise—offers ideal subjects for developing general theories of multimodal rhetoric applicable across fields. In developing these claims, Buehl offers a comprehensive account of scientific persuasion as a multimodal process and develops a simple but productive framework for analyzing and teaching multimodal argumentation. Comprising five case studies, the book provides detailed treatments of argumentation in specific technological and historical contexts: argumentation before World War I, when images circulated by hand and by post; argumentation during the mid-twentieth century, when computers were beginning to bolster scientific inquiry but images remained hand-crafted products; and argumentation at the turn of the twenty-first century—an era of digital revolutions and digital fraud. Each study examines the rhetorical problems and strategies of specific scientists to investigate key issues regarding visualization and argument: 1) establishing new instruments as reliable sources of visual evidence; 2) creating novel arguments from reliable visual evidence; 3) creating novel arguments with unreliable visual evidence; 4) preserving the credibility of visualization practices; and 5) creating multimodal artifacts before and in the era of digital circulation. Given the growing enterprise of rhetorical studies and the field's contributions to communication practices in all disciplines, rhetoricians need a comprehensive rhetoric of science—one that accounts for the multimodal arguments that change our relation to reality. Assembling Arguments argues that such rhetoric should enable the interpretation of visual scientific arguments and improve science-writing instruction. |
| go figure armonk: Media Rhetoric Samuel Mateus, 2021-04-26 This volume considers the paramount implications to persuasive communication that media brought regarding how we think, express, argue and feel together. It is concerned with both the media practice of rhetoric activity and the rhetorical practice of media activity: it considers how the media integrated rhetorical speech, and analyses how rhetoric adapted to media societies. Media and rhetoric are highly dependent on each other because, to persuasively communicate today, media must also be considered. The book is about how the media alter the ways we talk, discuss, argue and convince. It is focused on the theoretical and empirical analysis of communication technologies such as advertising and digital technologies as persuasive mechanisms and central tenets of contemporary 21st century rhetoric. Concentrating on two of the most fundamental areas of media rhetoric—advertising and digital media—the six chapters, authored by scholars from around the world, demonstrate how persuasive speech is exerted in, through and by the media. |
| go figure armonk: Imagining Organizations Paolo Quattrone, Nigel Thrift, Chris Mclean, Francois-Regis Puyou, 2013-06-17 Organizations rely extensively upon a myriad of images and pictorial representations such as budgets, schedules, reports, graphs, and organizational charts to name but a few. Visual images play an integral role in the process of organizing. This volume argues that images in organizations are ‘performative’, meaning that they can be seen as performances, rather than mere representations, that play a significant role in all kind of organizational activities. Imagining Organizations opens up new ways of imagining business through an interdisciplinary approach that captures the role of visualizations and their performances. Contributions to this volume challenge this orthodox view to explore how images in business, organizing and organizations are viewed in a static and rigid form. Imagining Business addresses the question of how we visualize organizations and their activities as an important aspect of managerial work, focusing on practices and performances, organizing and ordering, and media and technologies. Moreover, it aims to provide a focal point for the growing collection of studies that explore how various business artifacts draw on the power of the visual to enable various forms of organizing and organizations in diverse contexts. |
| go figure armonk: The Handbook of Organizational Rhetoric and Communication Oyvind Ihlen, Robert L. Heath, 2018-05-10 A one-stop source for scholars and advanced students who want to get the latest and best overview and discussion of how organizations use rhetoric While the disciplinary study of rhetoric is alive and well, there has been curiously little specific interest in the rhetoric of organizations. This book seeks to remedy that omission. It presents a research collection created by the insights of leading scholars on rhetoric and organizations while discussing state-of-the-art insights from disciplines that have and will continue to use rhetoric. Beginning with an introduction to the topic, The Handbook of Organizational Rhetoric and Communication offers coverage of the foundations and macro-contexts of rhetoric—as well as its use in organizational communication, public relations, marketing, management and organization theory. It then looks at intellectual and moral foundations without which rhetoric could not have occurred, discussing key concepts in rhetorical theory. The book then goes on to analyze the processes of rhetoric and the challenges and strategies involved. A section is also devoted to discussing rhetorical areas or genres—namely contextual application of rhetoric and the challenges that arise, such as strategic issues for management and corporate social responsibility. The final part seeks to answer questions about the book’s contribution to the understanding of organizational rhetoric. It also examines what perspectives are lacking, and what the future might hold for the study of organizational rhetoric. Examines the advantages and perils of organizations that seek to project their voices in order to shape society to their benefits Contains chapters working in the tradition of rhetorical criticism that ask whether organizations’ rhetorical strategies have fulfilled their organizational and societal value Discusses the importance of obvious, traditional, nuanced, and critically valued strategies such as rhetorical interaction in ways that benefit discourse Explores the potential, risks, paradoxes, and requirements of engagement Reflects the views of a team of scholars from across the globe Features contributions from organization-centered fields such as organizational communication, public relations, marketing, management, and organization theory The Handbook of Organizational Rhetoric and Communication will be an ideal resource for advanced undergraduate students, graduate students, and scholars studying organizational communications, public relations, management, and rhetoric. |
| go figure armonk: Representing Wine – Sensory Perceptions, Communication and Cultures Rosario Caballero, Ernesto Suárez-Toste, Carita Paradis, 2019-10-21 Wine culture is a complex phenomenon of increasing importance in modern society, and it combines the joys of wine appreciation with the frustrations of trying to verbally communicate sensory impressions. While wine appreciation is traditionally characterized as joyously convivial in its social dimension, sensory impressions remain eminently private. This contrast explains why the language used to represent wine, or winespeak, is the object of increasing crossdisciplinary interest. This book analyzes the many different forms / many of the different forms of representing wine in present-day society, with a special emphasis on winespeak, starting from the premise that such study demands a genre approach to the many different communities involved in the wine world: producers/ critics/ merchants/ consumers. By combining the methodologies of Cognitive Linguistics and discourse analysis, the authors analyze extensive real-life corpora of wine reviews and multimodal artifacts (labels, advertisements, documentaries) to reflect on the many inherent difficulties but also to highlight the rich and creative figurative strategies employed to compensate for the absence of a proper wine jargon of a more unambiguous nature. |
| go figure armonk: Critical Multimodal Studies of Popular Discourse Emilia Djonov, Sumin Zhao, 2013-09-23 Studies of multimodality have significantly advanced our understanding of the potential of different semiotic resources—verbal, visual, aural, and kinetic—to make meaning and allow people to achieve various social purposes such as persuading, entertaining, and explaining. Yet little is known about the role that individual nonverbal resources and their interaction with language and with each other play in concealing and supporting, or drawing attention to and subverting, social boundaries and inequality, political or commercial agendas. This volume brings together contributions by rominent and emerging scholars that address this gap through the critical analysis of multimodality in popular culture texts and semiotic practices. It connects multimodal analysis to critical discourse analysis, demonstrating the value of different approaches to multimodality for building a better understanding of critical issues of central interest to discourse analysis, semiotics, applied linguistics, education, cultural and media studies. |
| go figure armonk: The Cambridge Handbook of Metaphor and Thought Raymond W. Gibbs, Jr., 2008-09-22 A comprehensive collection of essays in multidisciplinary metaphor scholarship that has been written in response to the growing interest among scholars and students from a variety of disciplines such as linguistics, philosophy, anthropology, music and psychology. These essays explore the significance of metaphor in language, thought, culture and artistic expression. There are five main themes of the book: the roots of metaphor, metaphor understanding, metaphor in language and culture, metaphor in reasoning and feeling, and metaphor in non-verbal expression. Contributors come from a variety of academic disciplines, including psychology, linguistics, philosophy, cognitive science, literature, education, music, and law. |
| go figure armonk: Creativity and Marketing Eleonora Pantano, 2021-08-02 Creativity and Marketing: The Fuel for Success presents a diverse collection of theoretical analysis, real world evidence, and case study applications to synthesize emerging studies on how creativity is important for marketing success. |
| go figure armonk: Visual Metaphor Gerard J. Steen, 2018-12-15 Metaphor has recently been reconceptualised as a fundamental part of the human conceptual system. It can hence be expressed in language but also in other modalities and media of communication, including gesture and body language, sound and music, and film and visuals. In spite of this theoretical landslide, however, the wide range of nonverbal metaphor and its processing has neither been empirically investigated on the same scale nor with the same rigour as metaphor in language. The overarching goal of this book is to report on the findings of a research program aimed at exploiting the vast cognitive linguistic and psycholinguistic expertise on metaphor in language for a new, behaviourally founded approach to the structure and processes of metaphor in one of these nonverbal manifestations, namely static visuals. The book presents concepts and methods for the identification and analysis of metaphor in document structure as well as new approaches to the study of visual metaphor processing. Its results are intended to further the development of an encompassing and robust cognitive-scientific theory of metaphor by including visual metaphor while also enriching our understanding of the communicative possibilities and effects of visual metaphor in multimodal discourse. |
| go figure armonk: Activist Media Gino Canella, 2022-05-23 Now more than ever, activists are using media to document injustice and promote social and political change. Yet with so many media platforms available, activists sometimes fail to have a coherent media and communication strategy. Drawing from his experiences as a documentary filmmaker with Black Lives Matter 5280 and Service Employees International Union (SEIU) Local 105 in Denver, Colorado, Gino Canella argues that activist media create opportunities for activists to navigate conflict and embrace their political and ideological differences. Canella details how activist media practices—interviewing organizers, script writing, video editing, posting on social media, and hosting community screenings—foster solidarity among grassroots organizers. Informed by media theory, this book explores how activists are using media to mobilize supporters, communicate their values, and reject anti-union rhetoric. Furthermore, it demonstrates how collaborative media projects can help activists build broad-based coalitions and amplify their vision for a more equitable and just society. |
| go figure armonk: Text and Image John Bateman, 2014-05-30 Text and image are used together in an increasingly flexible fashion and many disciplines and areas of study are now attempting to understand how these combinations work.This introductory textbook explores and analyses the various approaches to multimodality and offers a broad, interdisciplinary survey of all aspects of the text-image relation. It leads students into detailed discussion concerning a number of approaches that are used. It also brings out their strengths and weaknesses using illustrative example analyses and raises explicit research questions to reinforce learning. Throughout the book, John Bateman looks at a wide range of perspectives: socio-semiotics, visual communication, psycholinguistic approaches to discourse, rhetorical approaches to advertising and visual persuasion, and cognitive metaphor theory. Applications of the styles of analyses presented are discussed for a variety of materials, including advertisements, picture books, comics and textbooks. Requiring no prior knowledge of the area, this is an accessible text for all students studying text and image or multimodality within English Language and Linguistics, Media and Communication Studies, Visual and Design Studies. |
| go figure armonk: Performing Metaphoric Creativity across Modes and Contexts Laura Hidalgo-Downing, Blanca Kraljevic Mujic, 2020-06-15 The creative potentiality of metaphor is one of the central themes in research on creativity. The present volume offers a space for the interdisciplinary discussion of the relationship between metaphor and creativity by focusing on (re)contextualization across modes and socio-cultural contexts and on the performative dimension of creative discourse practices. The volume brings together insights from Conceptual Metaphor Theory, (Critical) Discourse approaches to metaphor and Multimodal discourse analysis. Creativity as a process is explored in how it emerges in the flow of experience when talking about or reacting to creative acts such as dance, painting or music, and in subjects’ responses to advertisements in experimental studies. Creativity as product is explored by analyzing the choice, occurrence and patterning of creative metaphors in various types of (multimodal and multisensorial) discourses such as political cartoons, satire, films, children’s storybooks, music and songs, videos, scientific discourse, architectural reviews and the performance of classical Indian rasa. |
| go figure armonk: Consumer Culture Theory John Schouten, Diane Martin, Russell W. Belk, 2014-11-28 Research in Consumer Behavior is a leading publication in the field of consumer behavior. The substantive topics covered in this volume represent crucial issues for our times including understanding and navigating cultural diversity and cultural perspectives on co-creating market value. |
| go figure armonk: The SAGE Handbook of Media Processes and Effects Robin L. Nabi, Mary Beth Oliver, 2009-09-11 The study of media processes and effects is one of the most central to the discipline of communication and encompasses a vast array of theoretical perspectives, methodological tools, and applications to important social contexts. In light of this importance—as well as the rapid changes in the media environment that have occurred during the past 20 years—this Handbook explores where media effects research has been over the past several decades, and, equally important, contemplates where it should go in the years ahead. COVERAGE Part I offers an overview of the field and conceptualizations of media effects, along with a range of quantitative and qualitative methodologies used in the study of media effects. Part II focuses on prominent theoretical approaches to the study of media effects from a more societal perspective, tracing their historical contexts, theoretical developments, criticisms and controversies, and the impact of the new media environment on current and future research. Part III emphasizes the various factors that influence the critical functions of message selection and processing central to a host of mass media application contexts. Part IV reflects a dominant trend in the media effects literature—that of persuasion and learning—and traces related theoretical perspectives through the various contexts in which media may have such effects. Part V explores the contexts and audiences that have been traditional foci of media effects research, such as children, violence, body image, and race, addressing the theories most applicable to those contexts. Part VI highlights a concern central and unique to the communication discipline—message medium—and how it influences effects ranging from what messages are attended to, how we spend our time, and even how we think. |
| go figure armonk: Metaphor in Focus Francesca Ervas, Elisabetta Gola, 2014-09-18 This book is a philosophical guide on metaphor use. Previous research concerning metaphors has focused on either the theoretical-linguistic problems or the uses in specific research fields. Although these domains share some common interests, there has been little cross-communication. The aim of this volume is to bridge the gap between the theoretical and the empirical side of the research on metaphor use, by analysing the role of metaphor over different domains of use. Therefore, while adopting a theoretical-philosophical point of view, the volume also presents the interdisciplinary connections between philosophy and other academic areas such as linguistics, cognitive science, discourse analysis, communication studies, didactics, economics, arts and political science. |
| go figure armonk: New Communication Approaches in the Digitalized World Mehmet Serdar Erciş, Enes Emre Başar, 2020-06-04 The collection of essays reviews, explores and reports on the state of the digitalized world and a number of communication issues. It is a readable, non-technical publication which offers a comprehensive presentation of communication issues, trends, data, and likely future developments in the digitalized world. |
| go figure armonk: The Routledge Companion to Visual Organization Emma Bell, Samantha Warren, Jonathan E. Schroeder, 2014-01-23 The visual constitutes an increasingly significant element of contemporary organization, as post-industrial societies move towards economies founded on creative and knowledge-intensive industries. The visual has thereby entered into almost every aspect of corporate strategy, operations, and communication; reconfiguring basic notions of management practice and introducing new challenges in the study of organizations. This volume provides a comprehensive insight into the ways in which organizations and their members visualize their identities and practices and how they are viewed by those who are external to organizations, including researchers. With contributions from leading academics across the world, The Routledge Companion to Visual Organization is a valuable reference source for students and academics interested in disciplines such as film studies, entrepreneurship, marketing, sociology and most importantly, organizational behaviour. |
| go figure armonk: Translational Research of Occupational Therapy and Neurorehabilitation Ryouhei Ishii, Scott Alan Smith, Ryoichiro Iwanaga, Jing Xiang, Leonides Canuet, HIdeki Miyaguchi , Hiroyuki Inadomi, 2024-09-02 Occupational therapy (OT) is defined as “a health and rehabilitation profession that assists individuals of all ages who have had an injury, illness, cognitive impairment, mental illness, developmental, learning, or physical disability to maximize their independence” (AOTA). OT has very clear purpose to maximize a patient’s autonomy in all aspects of daily activities, to support them with any kind of deficits and, to express meaning through which organized and intentional performance, so-called “occupation. Treatment sessions of OT focus on engaging patients in significant activities in order to help them in achieving their goals and reach their sufficient level of satisfaction, productivity, and independence. This allows the patients to have a sense of increased competence, self-efficacy, independence, purpose and, especially wholeness. Emerging research and new technologies provide the research area and clinical practice of OT with treatment strategies and novel devices. Especially, neurorehabilitation (NR) is offering quite promising ideas to help patients with common neurological and cognitive disorders. NR tries to improve the quality of care and to explain the various responses to treatment by analyzing the correlation between central nervous system lesions and clinical findings. |
| go figure armonk: Multimodal Argumentation and Rhetoric in Media Genres Assimakis Tseronis, Charles Forceville, 2017-12-15 This collection advances the study of context-dependent characteristics of argumentative discourse by examining a variety of media genres in which text and image (and other semiotic modes) combine to create meaning. The chapters have been written by an international group of senior and junior scholars researching multimodal argumentation in the last two decades. In each chapter, a specific approach to argumentation and rhetoric is combined with insights from visual studies, metaphor theory, scientific visualization, cognitive science, semiotics, conversation analysis, or (documentary) film theory in order to explain how multimodal genres function argumentatively and rhetorically. Together the chapters present a state-of-the-art in the analysis of multimodal argumentation in such diverse genres as print advertisements, news photographs, scientific illustrations, political cartoons, documentaries, film trailers, political TV advertisements, public debates, and political speeches. The volume will be of interest to advanced students and scholars in argumentation studies, rhetoric, and multimodal communication. |
| go figure armonk: Discourse, of Course Jan Renkema, 2009 Discourse, of Course comes after Jan Renkema s Introduction to Discourse Studies (2004) for undergraduates. The new book is a collection of twenty short papers. It is a capita selecta course and meant for graduate programs. The aim of this book is threefold: to present material for advanced courses in discourse studies; to unfold a stimulating display of research projects to future PhD students; to give an overview of new developments after the 2004 Introduction to Discourse Studies. This publication fulfills both the teacher's need for a state-of-the-art overview of the main topics in discourse, and the student's need to acquire standards for developing research plans in theses and dissertations. It gives a combination of approaches from very different schools in discourse studies, ranging from argumentation theory to genre theory, from the study of multimodal metaphors to cognitive approaches to coherence analysis. This book is not only meant to serve as a textbook, but also as a reference book for researchers who want an update for various main topics in the field. |
| go figure armonk: Cutting-edge Issues in Business Ethics Mollie Painter-Morland, Patricia Werhane, 2008-07-22 Business ethics originated in the United States as an offshoot of theoretical ethics and as part of a movement in applied ethics that was initiated with medical ethics. Although a few small religious-based colleges and universities offered courses in business ethics just after the Second World War, business ethics as an academic ?eld developed most seriously in many universities in the early 1970s. The ?eld of medical ethics was well-developed by then, and it was a natural step to think about ethical issues in business as well. There was also a public reaction to a number of corporate scandals (e.g., price ?xing, the Lockheed Japanese bribery allegations, the Goodyear airbrake scandal, etc. that encouraged universities to begin teaching the subject). Business ethics as an academic ?eld was originally developed by philosophers, most of whom had come out of the analytic or Anglo-American philosophical tra- tions and who had been trained in classical ethics, on Aristotle, Kant, Mill, Bentham and perhaps Dewey. The resulting ?eld then, has been dominated by this thinking. Although to date there are over 50 textbooks in business ethics, most textbooks in business ethics do not take into account contemporary continental philosophy. Although Marxism is sometimes taught in these courses, other more contemporary continental thinkers who could contribute substantially to the ?eld have been - nored. This phenomenon is iterated in the professional journals and in theoretical books on the topic. |
| go figure armonk: Multimodality and Cognitive Linguistics María Jesús Pinar Sanz, 2015-10-15 The aim of this volume is to advance our theoretical and empirical understanding of the relationship between Multimodality and Cognitive Linguistics. The innovative nature of the volume in relation to those existing in the field lies in the fact that it brings together contributions from three of the main approaches dealing with Multimodality – Cognitive Linguistics and multimodal metaphors (Forceville & Urios Aparisi, 2009), social semiotics and systemic functional grammar and multimodal interactional analysis (Jewitt, 2009) –highlighting the importance of multimodal resources, and showing the close relationship between this field of study and Cognitive Linguistics applied to a variety of genres –ranging from comics, films, cartoons, picturebooks or visuals in tapestry to name a few. Originally published in Review of Cognitive Linguistics Vol. 11:2 (2013). |
| go figure armonk: Multimodal Metaphor Charles Forceville, Eduardo Urios-Aparisi, 2009 Metaphor pervades discourse and may govern how we think and act. But most studies only discuss its verbal varieties. This book examines metaphors drawing on combinations of visuals, language, gestures, sound, and music. Investigated texts include ad |
| go figure armonk: Advertising Theory Shelly Rodgers, Esther Thorson, 2019-04-15 Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming. |
| go figure armonk: Odisea nº 21 Carmen María Bretones Callejas, 2021-06-23 Anuario dirigido y gestionado por miembros del Área de Filología Inglesa del Departamento de Filología de la Universidad de Almería con el propósito de ofrecer un foro de intercambio de producción científica en campos del conocimiento tan diversos como la lengua inglesa, literatura en lengua inglesa, didáctica del inglés, traducción, inglés para fines específicos y otros igualmente vinculados a los estudios ingleses. Comenzó a publicarse en el año 2001. |
| go figure armonk: Managing Brands in 4D Jacek Pogorzelski, 2018-06-14 The main value of this book is an organized and systematic approach to branding, supported by literature research, findings and practical implementation. |
| go figure armonk: Visual Metaphors Réka Benczes, Veronika Szelid, 2022-09-15 Whenever we think about the world – including its concrete and abstract entities – we typically see a series of so-called mental images in front of our eyes that aid us in everyday problem solving and navigating ourselves in the world. Visual metaphors, similarly to their linguistic counterparts, largely build on such images. Nevertheless, the interplay of metaphorical/metonymical text and imagery is not necessarily (and not usually) straightforward and raises complex theoretical and methodological questions. The eleven chapters in this collection address a wide range of such challenges, such as what are visual metaphors in the first place; how can they be identified; what is their relationship to linguistic metaphors; what are their most common manifestations; what knowledge structures are required for their interpretation; and how do they interact with metonymies. The studies cut across linguistics, politics, philosophy, poetry, art and history – highlighting the ubiquitous role that visual metaphor plays in everyday life and conceptualizations. Originally published as special issue of Cognitive Linguistic Studies 7:1 (2020). |
| go figure armonk: Metaphor and Communication Elisabetta Gola, Francesca Ervas, 2016-02-24 This collection of papers presents different views on metaphor in communication. The overall aim is to show that the communicative dimension of metaphor cannot be reduced to its conceptual and/or linguistic dimension. The volume addresses two main questions: does the communicative dimension of metaphor have specific features that differentiate it from its linguistic and cognitive dimensions? And how could these specific properties of communication change our understanding of the linguistic and cognitive dimensions of metaphor? The authors of the papers collected in this volume offer answers to these questions that raise new interests in metaphor and communication. |
| go figure armonk: Multimodality, Cognition, and Experimental Literature Alison Gibbons, 2012-05-22 This book engages with visual and multimodal devices in twenty-first century literature, exploring canonical authors like Mark Z. Danielewski and Jonathan Safran Foer alongside experimental fringe writers such as Steve Tomasula, to uncover an embodied textual aesthetics in the information age. Bringing together multimodality and cognition in an innovative study of how readers engage with challenging literature, this book makes a significant contribution to the debates surrounding multimodal design and multimodal reading. |
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| go figure armonk: The Handbook of International Advertising Research Hong Cheng, 2014-01-21 This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook’s comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area Covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education Highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research Contributors represent the most highly respected academics among international advertising researchers |
| go figure armonk: Marketing the Arts Finola Kerrigan, 2010-04-27 In recent years, there have been significant shifts in arts marketing, both as a practice and an academic discipline. The relationship between art and the market is increasingly complex and dynamic, requiring a transformation in the way the arts are marketed. Marketing the Arts argues that arts marketing is not about the simple application of mainstream managerial marketing to the arts. With contributions from international scholars of marketing and consumer studies, this book engages directly with a range of contemporary themes, including: The importance of arts consumption and its social dimensions The importance of the aesthetic experience itself, and how to research it Arts policy development The art versus commerce debate The role of the arts marketer as market-maker The artist as brand or entrepreneur This exciting new book covers topics as diverse as Damien Hirst’s 'For the Love of God', Liverpool’s brand makeover, Manga scanlation, Gob Squad, Surrealism, Bluegrass music, Miles Davis and Andy Warhol, and is sure to enthuse students and enlighten practitioners. |
| go figure armonk: Metonymy Jeannette Littlemore, 2015 This book explores metonymy in language, gesture, music, art and film, and discusses the challenges it presents in cross-cultural communication. |
为什么要使用 Go 语言？Go 语言的优势在哪里？ - 知乎
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Jun 9, 2025 · Online Go Discussions
Understanding the score shown on profile - Beginners - Online Go …
May 31, 2025 · Hello, enjoying learning a bit of Go and thank you for this site. When I click on my profile, I can see (25k) next to my name. Scrolling further down to the Game history table of …
Do you want Go to be available on Duolingo?
Jun 4, 2025 · This is not beside the point, because if the go community wants it on Duolingo, it will have to lobby for it. The question was “do you want it to be available”, and it is irrelevant for …
Go Game Online with KataNet AI (KataGo Bare Neural Net) – …
Jun 1, 2025 · Hello everyone, I’d like to share a project I’ve been working on related to KataGo AI. I used an existing TensorFlow.js-compatible KataGo bare neural net from this repo. This is a …
32nd Croatian Go Open, Porec, Croatia, June 7-8
Jun 7, 2025 · The 32nd Croatian Go Open, an international go tournament held in Porec, a beautiful coastal town in Istria, Croatia, started with 33 players from Croatia, Slovenia, Italy, …
Tournaments - Online Go Forum
Feb 27, 2024 · New tournaments announcement and discussion category, use this when talking about tournaments.
发现 - 知乎
FKSUNGOD：不邀请自答！ 背景介绍：本人从2015年开始研究区块链技术，也算是对区块链有一定的了解吧。申明：预估看到本问题的知乎er应该都是想要入门区块链，那么本回答也主要是 …
Joseki - Online Go Forum
Sep 17, 2019 · This forum category exists to converse about Joseki positions. In particular, when questions and comments arise while using the joseki explorer, they will show up here where …
为什么要使用 Go 语言？Go 语言的优势在哪里？ - 知乎
跨平台编译，如果你写的Go代码不包含cgo，那么就可以做到window系统编译linux的应用，如何做到的呢？ Go引用了plan9的代码，这就是不依赖系统的信息。 内嵌C支持，前面说了作者是C …
怎么学习 Golang？ - 知乎
W3Cshcool - Go 系列 W3Cschool 也是一个专业的编程入门学习及技术文档查询应用，提供包括 HTML， CSS， Javascript， jQuery， C， PHP， Java， Python， Sql，MySQL，Golang 等 …
Online Go Forum
Jun 9, 2025 · Online Go Discussions
Understanding the score shown on profile - Beginners - Online …
May 31, 2025 · Hello, enjoying learning a bit of Go and thank you for this site. When I click on my profile, I can see (25k) next to my name. Scrolling further down to the Game history table of …
Do you want Go to be available on Duolingo?
Jun 4, 2025 · This is not beside the point, because if the go community wants it on Duolingo, it will have to lobby for it. The question was “do you want it to be available”, and it is irrelevant for …
Go Game Online with KataNet AI (KataGo Bare Neural Net) – …
Jun 1, 2025 · Hello everyone, I’d like to share a project I’ve been working on related to KataGo AI. I used an existing TensorFlow.js-compatible KataGo bare neural net from this repo. This is a …
32nd Croatian Go Open, Porec, Croatia, June 7-8
Jun 7, 2025 · The 32nd Croatian Go Open, an international go tournament held in Porec, a beautiful coastal town in Istria, Croatia, started with 33 players from Croatia, Slovenia, Italy, …
Tournaments - Online Go Forum
Feb 27, 2024 · New tournaments announcement and discussion category, use this when talking about tournaments.
发现 - 知乎
FKSUNGOD：不邀请自答！ 背景介绍：本人从2015年开始研究区块链技术，也算是对区块链有一定的了解吧。申明：预估看到本问题的知乎er应该都是想要入门区块链，那么本回答也主要是 …
Joseki - Online Go Forum
Sep 17, 2019 · This forum category exists to converse about Joseki positions. In particular, when questions and comments arise while using the joseki explorer, they will show up here where …
