IntroductionThe metaphor is a figure of speech, has three essential characteristics. First, the contagious disease and replacing records and phrases. In fact, the word metaphor comes from the classical verb metaphoric, which means that for transport from one place to another.7 Secondly, in this transfer, the word or phrase used by the original mode is of something, he usually appoints and substituted in such a counseling to assign it usually does not represent. Third, the movement and replacement exploitation a similar offer different degrees of similarity relationships amidst objects or to give away or experience. In other words, underlying a metaphor is the subsequent analogical equation: A is to B what C is to D.Company Using MetaphorsThese characteristics are illustrated by U.S. air lanes1989 advertising campaign targeting primarily business impressers built roughly the theme of on-Time Machine. Virtually all of the physical, mechanical, and information resources for the airline is not a mould. In the metaphorical expression, however, the term machine was postponed because he was usually assigned (one inanimate objects), and is used to have-to doe with something to which he usually does not include (the entire company). transposition the use of analogy, suppose that (A) American Airlines is a (B) business travel (C), which is a machine (D) reliability and performance.
This is a very happy campaign, using the metaphor, allowed American Airlines to emphasize its target audience (and most profitable market segment), the reliability aspect of service. Another refined example of the use of metaphors in the commercial advertising the long-standing boilersuit marketing program travelers insurance company. Almost everyone can identify the auspices of travelers because of the many years that this program works, and the degree of engagement (including using the umbrella as a company logo). In advertising its line of business coverage, travelers are under the shibboleth: You (the business...
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