Exercising Metaphoric Impact on Advertisements: An Ecolinguistic Appraisal
Metaphors may produce desired sensations because of figurative metaphoric connections, and they can speed up the processing of complicated or abstract material. As a result, a growing body of advertising research has focused on this topic in recent decades.This study provides a review of metaphoric research in the marketing literature, explains why metaphoric advertising is important for achieving key advertising objectives and points out critical research gaps in the existing literature. Marketers often use metaphors in their persuasive discussions with customers, and they suggest that a product, brand, service, or company propagate a distinct concept. Marketers accomplish a variety of goals,including gaining customers' attention, engraving imagery, highlighting comparisons, suggesting a bond between an idea and product, explaining a complicated or technical product, and affecting the opinions and thoughts of consumers. Advertisers would benefit from understanding how people process metaphors, if consumers understand metaphors employed in marketing.
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Ecolinguistics, Advertisements, Metaphors, Imagery, Symbols
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(1) Muhammad Farooq Alam
PhD Scholar, National University of Modern Languages (NUML), Islamabad, Pakistan.
(2) Zafar Ullah
Department of English, Virtual University, Islamabad, Pakistan
(3) Muhammad Awais Madni
Research Assistant
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Cite this article
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APA : Alam, M. F., Ullah, Z., & Madni, M. A. (2021). Exercising Metaphoric Impact on Advertisements: An Ecolinguistic Appraisal. Global Social Sciences Review, VI(II), 384 - 391. https://doi.org/10.31703/gssr.2021(VI-II).38
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CHICAGO : Alam, Muhammad Farooq, Zafar Ullah, and Muhammad Awais Madni. 2021. "Exercising Metaphoric Impact on Advertisements: An Ecolinguistic Appraisal." Global Social Sciences Review, VI (II): 384 - 391 doi: 10.31703/gssr.2021(VI-II).38
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HARVARD : ALAM, M. F., ULLAH, Z. & MADNI, M. A. 2021. Exercising Metaphoric Impact on Advertisements: An Ecolinguistic Appraisal. Global Social Sciences Review, VI, 384 - 391.
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MHRA : Alam, Muhammad Farooq, Zafar Ullah, and Muhammad Awais Madni. 2021. "Exercising Metaphoric Impact on Advertisements: An Ecolinguistic Appraisal." Global Social Sciences Review, VI: 384 - 391
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MLA : Alam, Muhammad Farooq, Zafar Ullah, and Muhammad Awais Madni. "Exercising Metaphoric Impact on Advertisements: An Ecolinguistic Appraisal." Global Social Sciences Review, VI.II (2021): 384 - 391 Print.
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OXFORD : Alam, Muhammad Farooq, Ullah, Zafar, and Madni, Muhammad Awais (2021), "Exercising Metaphoric Impact on Advertisements: An Ecolinguistic Appraisal", Global Social Sciences Review, VI (II), 384 - 391
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TURABIAN : Alam, Muhammad Farooq, Zafar Ullah, and Muhammad Awais Madni. "Exercising Metaphoric Impact on Advertisements: An Ecolinguistic Appraisal." Global Social Sciences Review VI, no. II (2021): 384 - 391. https://doi.org/10.31703/gssr.2021(VI-II).38