The present paper deals with metaphors and metonyms in advertising. With the focus on the following question: "Why is it common to use Metaphor and Metonymy in advertisements?" it should be explained step by step why these concepts became common in advertising media.
Living in the 20th century, we are experiencing a huge development in technology compared to the past. In the past it was only possible to distribute advertising through television, radio and newspapers. Nowadays new possibilities are coming up through the expansion of social media. Since almost everybody owns a smartphone, most of the people are always available. This gives new opportunities to the advertising industry.
For this purpose, the first step is to try to present the complex concept of metaphor in a concise way. However, this can only be done superficially in the scope of this term paper, otherwise the scope of the work will be exceeded. Furthermore, a short explanation of target and source domain is given. In the second chapter the topic of metonymy is then summarized. Again, it should be noted that an appropriate, detailed description would exceed the limits of the work. In the third part of the work the actual effect of metaphors and metonyms in advertisements will be illustrated. Images from a ‘Deutsche Bank’ advertising campaign are used for this purpose. The first part of this chapter presents the company ‘Deutsche Bank’ as such. This is considered important because the values of the company could be reflected in their campaigns and that aspect, therefore would be important for the following analysis. This is followed by an analysis of the images used in terms of metaphor and metonymy. In the analysis of the metaphors, the focus is on target/source domain. In the last chapter of the paper, the work is briefly summarized. The results are listed and answered regarding the question posed. A short summary forms the end of the work
Table of Contents
1 Introduction
2 Metaphor
3 Metonymy
4.Analysis of examples
4.1 ‘Deutsche Bank’ as a company
4.2 Analysis of Examples
5 Conclusion
Research Objectives and Topics
This academic paper investigates the pervasive use of metaphor and metonymy in modern advertising, aiming to explain why these rhetorical devices have become standard tools for captivation in a fast-moving media landscape. By analyzing specific campaigns from Deutsche Bank, the study explores how these linguistic and visual structures subconsciously influence recipient perception and brand association.
- Theoretical foundations of cognitive linguistics regarding metaphor and metonymy.
- The role of target and source domains in advertising communication.
- Corporate values and their reflection in brand imagery.
- Multimodal analysis of visual advertising examples.
- Subconscious impact of figurative language on consumer decision-making.
Excerpt from the Book
Figure 3: ‘Deutsche Bank is a plane’
In figure 3 you can see the outside area of an airport. This is made clear by the aircraft in the background and the markings on the ground. In the middle of the picture you can see a typical staircase over which you can enter an airplane. The stairs end in the sign of the ‘Deutsche Bank’. On the stairs are people going up. You can also see someone is waiting to welcome the guests. The sky is blue. Also given in this picture the symbol of the bank is the focus of attention. It is much bigger than anything else in the picture.
In a metaphorical sense it is immediately clear that the sign of the ‘Deutsche Bank' represents an airplane. This conveys to the customer that everything is possible with ‘Deutsche Bank'. The ‘Deutsche Bank' as an airplane also shows that no distance is too far as a customer of this bank. The whole process of flying plays an important role here. This process also includes a good entry and a safe landing. The image conveys to the customer the down-to-earth nature of the bank. However, that it carries their customers up into the air and ensures that they arrive safely at their destination. Besides, you don't have to do anything during a flight. The bank alludes to this with this picture as well. Because she takes over the work for her customers and implements the desired goals. Meanwhile, the customer can relax. The course of a flight usually goes unnoticed by passengers. This is also what the picture conveys. It is also clear that ‘Deutsche Bank' always pursues only one goal. Because that is exactly what airplanes do. In this way it is conveyed that the goals of the customer have the highest priority and that the bank is the safe companion.
Summary of Chapters
1 Introduction: This chapter contextualizes the shift in advertising due to mediatization and introduces the core research question regarding the usage of metaphors and metonymy in advertisements.
2 Metaphor: An explanation of the cognitive conceptual system, defining metaphors as pervasive tools that shape our thinking and language, rather than mere stylistic devices.
3 Metonymy: This section defines metonymy as a cognitive process based on physical and causal correlations, focusing on the "A stands for B" principle.
4.Analysis of examples: A practical application of theory, first outlining the corporate identity of Deutsche Bank and subsequently analyzing four specific advertising images using the concepts of target, source, vehicle, and meaning.
5 Conclusion: The final chapter synthesizes the findings, confirming that metaphors and metonymy are essential for creating subconscious, effective advertising that bypasses rational resistance.
Keywords
Metaphor, Metonymy, Advertising, Cognitive Linguistics, Deutsche Bank, Target Domain, Source Domain, Multimodal Metaphor, Consumer Perception, Brand Values, Subconscious Influence, Pictorial Metaphor, Marketing Strategy.
Frequently Asked Questions
What is the primary focus of this research?
The work examines the frequent use of metaphors and metonymy in advertising, analyzing how these cognitive constructs function as effective communicative tools.
What are the central thematic areas?
The core themes include cognitive linguistics theory, the structure of pictorial advertising, and the strategic reflection of corporate values in brand imagery.
What is the central research question?
The study addresses the question: "Why is it common to use Metaphor and Metonymy in advertisements?"
Which scientific methodology is applied?
The author employs a qualitative analysis of visual advertisements, utilizing the theoretical frameworks established by Lakeoff, Johnson, Kövecses, and Evans and Green to deconstruct the visual messages.
What does the main body cover?
The main body provides theoretical definitions of metaphor and metonymy, followed by a case study analysis of four selected Deutsche Bank advertisements.
How would you summarize the key findings?
The findings demonstrate that these figurative concepts subconsciously influence consumers by mapping complex ideas onto everyday schemas, making the advertisements highly persuasive.
How does the author interpret the ‘Deutsche Bank as a door’ advertisement?
The author interprets the red carpet and the entrance as a metaphor for exclusivity and new opportunities, where the bank serves as the gateway to a better life for the customer.
What role does the ‘scaffolding’ metaphor play in the analysis?
The scaffolding represents the bank as a stable, resilient foundation, suggesting to the customer that they can rely on the institution for their financial developments and secure future.
- Arbeit zitieren
- Anonym (Autor:in), 2020, Why is it common to use Metaphor and Metonymy in Advertisements? The Case of Deutsche Bank, München, GRIN Verlag, https://www.hausarbeiten.de/document/902493
