Unpacking Creativity - Jeannette Littlemore

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Résumé :
Using evidence-based research, this book shows how to maximise the benefits of creative metaphor and metonymy in global advertising.

Biographie:
Paula P?rez-Sobrino is a lecturer in the Department of Modern Languages at the University of La Rioja (Spain). She is a cognitive linguist who specialises in the theoretical development and empirical study of figurative language and multimodal creativity. Recent publications include Multimodal Metaphor and Metonymy in Advertising (2017).

Sommaire:
Introduction; Part I. Theoretical Perspectives: 1. The temple of heaven is not China; 2. Is it a bird or is it a chameleon?; 3. Welcome to the black supermarket; 4. I thought they were hairy breasts!; Part II. Empirical Studies: 5. Spiderman or devil horns?; 6. If it's red it must be sport; 7. Curry is yellow in Japan but orange in the US; 8. So real it's scary; 9. Cross-cultural and gender-based variation in the emotional impact and appreciation of marketing videos; 10. Having fun with his custard factory?; 11. What do we now know about the creative use of figurative communication in advertising?