CORDIS Project
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The EMMA fellowship examines the role of metaphor and metonymy in advertising, focusing on their effects on comprehension and emotional response. It employs interdisciplinary methods to analyze how these figurative tools influence the effectiveness of ads across different cultures.
Metaphor and metonymy are key tools in communication, particularly when abstract ideas or emotions are discussed.
While extant literature addresses metaphor in language and images, little has dealt with the combination of metaphor and metonymy in the multimodal context of advertising, where they play a key role.
The EMMA fellowship aims to redress this by testing figurative complexity and emotions, the impact of these on comprehension, accuracy of interpretation and advertising effectiveness.
It…
THE UNIVERSITY OF BIRMINGHAM
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