from text to sound to imagery to movement. It can also involve the consumer in very different ways than what it used to (think back to when we would have to read advertising).
Advertisers are becoming increasingly aware that their audience are critical of their craft. In recent years, advertising has shifted from selling a product to selling an experience. It is moving toward, or has already reached, integrating advertising a product, service, or experience with a story or activity that involves the consumers themselves. Research has shown that figurative language including metaphor and metonymy is frequently used in print advertising (Forceville, 1996; Perez-Sobrino, 2017; Littlemore and Perez-Sobrino, 2017).
The new ways in which advertising is reaching its audience must also be explored in order for academia to keep pace with the changing world. As such, Jeannette Littlemore, Paual Perez-Sobrino, and myself - Samantha Ford - have come together to write a collaborative monograph on the role of figurative communication in advertising in the modern world. With the book, we hope to draw together key insights into how academics and advertisers alike may work together (as in the EMMA project) to improve the way in which advertising may be used for the better; to raise awareness of important issues and highlight essential services that will improve our lives, and not just to sell products.
For more information, visit the EMMA website.