1 - The Temple of Heaven Is Not China

Summary

Chapter 1 looks at the range of figurative language types that can be found in advertising, discusses how and why they are used creatively and reports findings from studies that have explored the relative advantages of different combinations of metaphor and metonymy. It introduces key concepts such as metaphor, hyperbole, understatement, metonymy, and illustrates how they work alone and in combination in effective advertising. The chapter then explores ways of exploiting the creative potential of figurative messaging. These include the use of personification, shock tactics, anaphoric reference, innuendo, and narrative structure. Finally, it shows how figurative language can be used effectively in advertisements to convey humour and irony.