The mechanism of action of visual metaphor. Metaphor in advertising and RAM conductor theory

20.09.2019

Reviews of the book The True, Mad, Guilty Moriarty l The True, Mad, Guilty

Life at Full Power - Jim Lauer, Tony Schwartz

Famous pirates of the Caribbean, next to whom the movie Jack Sparrow is just a boy

Objective reality is perceived by us in visual images, sounds and sensations. The qualitative characteristics of images, sounds and feelings are limited by the quantitative ranges of perception.

Let's list the main ones.

Visual (visual) - association or dissociation, panoramicness, size, distance, brightness, color, clarity, contrast, foreground (background), angle and point of view, frame, mobility, visual continuity, gloss, image density, stereoscopicity (depth , volume), shape, etc.

Auditory (auditory) - strength, melody, tone, timbre, polyphony, source location, permanence, iconicity (words), “sound movement” in space, etc.

Kinesthetic (sensory) - shape, temperature, texture, hardness, acceleration, weight, pressure, strength of chemical irritation, location, mobility, etc.

A visual metaphor shows concepts as they are. To create a metaphor, you need to answer comparative questions "Like what?" or “Like who?”

Let us determine the mechanism of action of a visual metaphor.

A metaphor creates an association between two concepts. Association includes three elements - topic (topic), means of expression and basis.

The meaning of a metaphor is to attach the characteristics of a well-known means of expressing a lesser-known topic. Thus, the use of metaphor is effective in conveying new information.

A person comprehends the unknown with the help of metaphors because they are able to penetrate into the essence of ideas included in the processes of understanding, which, in turn, are built on previous experience. This creates a technique whereby the received message simplifies a complex political phenomenon and allows the recipient to quickly grasp the meaning.

In a visual metaphor, the characteristics of the medium of expression are transferred to the topic through a visual image without expressing a rhetorical connection. In the history of philosophy and rhetoric, metaphor has traditionally been viewed as a part of being that performs a number of significant functions (aesthetic, axiological, nominative), while its role in cognition was assessed sharply negatively. At the same time, there was a gradual movement towards an ever deeper understanding of the nature of metaphor. In modern philosophy, metaphor is already understood as a form of thinking and is interpreted as the interaction of ideas, but, in our opinion. The metaphor has an even deeper basis, belonging to the sphere of the unconscious.

A metaphor is born, perceived and carries colossal and concentrated information not thanks to logical laws and principles, but in spite of them. Based on the fact that the mental life of a person consists of consciousness, working according to the rules of formal logic, and the unconscious, which are in opposition to each other, demonstrating that metaphor is not associated with the sphere of consciousness means that it goes back to the region of the unconscious.

You can easily see that metaphor is not born according to the laws of logic; moreover, its very appearance is a mystery to logic. According to Aristotle, the only art that cannot be learned is the creation of metaphors, which is the work of genius.

No logic can lead to the emergence of a metaphor, which is born spontaneously, representing the result of some kind of insight. We can conclude that the foundations of metaphor are the same as, for example, in poetic creativity or creative activity in general, i.e. they do not belong to formal logical thinking, but go back to the area of the unconscious, from which modern psychology the origins of creativity are connected.

Metaphor is a form in which principles are embodied that oppose the rules of formal logical thinking (the law of identity, the law of prohibition of contradiction, and especially the law of excluded middle). Thus, metaphor calls objects not by their own names, but by the names of other things, revealing in each phenomenon the presence of many different meanings and calling into question the identity of things with themselves. A metaphor can detect the presence of polar, opposite principles in a thing, and also run through the entire possible continuum of meanings with which the phenomenon being studied is correlated. If we consider possible mechanism formation of a metaphor, then you can also see that it is built on violating the rules of classical syllogism (for example, B. Pascal’s famous metaphor “man is a reed” can be obtained by violating the rules of syllogism, from the premises “reed is weak”, “man is weak” "). At the same time, despite the blatant violation of the rules of logic, the metaphor is not rejected, but evokes a feeling of greatest pleasure, which indicates its conditioning by a sphere that has great importance for a person, - the sphere of the unconscious, with which 3. Freud associated the receipt of pleasure as a result of the release of a certain amount of energy.

In addition, metaphor is perceived instantly, while logical procedures and operations are, as a rule, multi-stage. It is known, for example, that in order for any logical content to be perceived, they resort to very lengthy proofs and voluminous treatises. The very fact that the metaphor does not need any explanation or proof suggests that it is not associated with formal logical thinking, but goes back to another area, which can only be the sphere of the unconscious.

A metaphor in advertising is a comparison of a product (object) with something based on one or more characteristics. Unlike a comparison, which contains both what is being compared and what is being compared with, a metaphor contains only the second, which significantly increases both the capacity and expressiveness of the image. A kind of proud analogy image that is associated with the advertised item using text.

In the case of a broadband printer, the visual metaphor would be a solid peacock sitting on a desk in an office. Moreover, some particularly “unhinged” designer would certainly attach a power cord to the bird.

When using a visual metaphor in an illustration, it is necessary that it is clearly perceived and deciphered by all consumers.

Visual metaphor has important advantages. It can use an image that has a strong emotional impact, thereby ensuring increased consumer attention to advertising.

But even a metaphor can only be a negative, for example an Aeroflot advertisement with an elephant flying through the sky. Most people associate the elephant with such qualities as slowness, clumsiness, bulkiness, and clumsiness. Remember everyone famous phrase"Like a bull in a china shop." Therefore, the metaphorical comparison of an elephant with an airplane excites consumers in the subconscious negative emotion and does not in any way contribute to the desire to use the services of Aeroflot.

The more features involved, the stronger the reception. A company advertising Durex contraceptives used this technique (Fig. 8). You can use more than one technique in one advertising image. For example, this image contains metaphor and humor.

Comparison by functional characteristics (Fig. 9). The advertisement says: “more powerful, more efficient, more convenient, safer.” With this slogan I want to ask the question “what is what?”, but looking at the images, everything is resolved by itself.

The Schwarzkopf company (Fig. 10) surprised everyone with its advertising made using a metaphor. The slogan states that "hair will never go away" and the image confirms this.

Animal images are one of the most common types in advertising created using metaphor (Fig. 11).

The consumer will be interested in something that does not seem clear at first glance.

In my case, the “incomprehensible” one is a mermaid holding jeans in her hands. And this image makes a person stop looking at himself in order to understand what the meaning of this advertisement is. Here, with the help of metaphor, a mystery appears.

For a visual metaphor, the main thing is the successful transformation of an artistic image into an advertising image:

The first stage of this transformation of metaphor begins with the analysis of information about the subject, as well as the preferences of future fans. Needless to say, the starting point for creating a real advertising metaphor is the objectives of advertising.

You need to be a good craftsman to pass all the creative tests when creating an advertising visual metaphor.

For each parameter, develop metaphorical images.

Select suitable metaphors based on criteria such as the recognizable and most expressive connection of the association with the object and the absence of a contradiction between the association and the image. Simply put, negative associations, in terms of achieving advertising objectives, sluggish metaphors are ruthlessly discarded.

Choose the metaphor image that is most meaningful to the target audience.

We need to be closer to reality. This is a comparison of the idea with the possibilities (budget). And this is where the creator must get a “second wind” in order to squeeze all the splendor of the metaphor into the narrow confines of the advertising budget. A metaphor built on the nuances of the shine of gold, the sound of crystal and cool water will be killed by the black-and-white large screen of a provincial newspaper.

The final level-by-level check of the advertising image for compliance with goal achievement, the prevention of the advertiser’s “personal cockroaches” on the advertising canvas, the presence of real understanding and enjoyment of consumers, the good performance of the image in the advertising context, the necessary conciseness and speed of perception of the idea, etc.

When using a metaphor, two blocks appear in advertising: artistic (the metaphor itself) and rational (information about the Company). Each block has its own character and meaning. And the slogan ties them together, giving them a common meaning. For a visual metaphor, the slogan is very important and plays the role of a semantic key for the correct interpretation of the image. Moreover, the spatially closer to the rational block the slogan is located, the less connection with the first (visual) meaning, and vice versa.

In general, the text distracts the attention of fans from the metaphor and rivets it to the very subject of the advertisement, but the advertising image requires utilitarian efficiency.

A metaphor tells the audience everything it knows about the merits of the subject of advertising through a visual image. All accumulated information about technical specifications a company's product and philosophy is transformed into one or more ideas through an inventive metaphor.

How to make it? It is necessary to choose a metaphor in such a way that it is in some way very similar to the subject of advertising. Moreover, the type of similarity is chosen, usually in the creative process. These may be similarities:

v By functional basis;

v By graphical form of expression of the dynamics of movement, cycles and development;

v By purpose;

v By shape;

v By color;

v By size.

Let's say an advertiser needs to convey the function of force using a metaphor. Take for example an advertisement for Fructis shampoo. In this context (shampoo advertising) - hair strength is flexibility, shine and strength. For muscles, strength is the ability to overcome gravity. But, for example, for shampoo, the power really lies in giving the hair the ability to retain its shape regardless of external influences. Strength is different. Here you need to find the semantic shade of the force function that will best highlight the advantages of the product.

Sometimes, with the help of metaphor, similarities are selected for purpose.

The creator of the metaphor and the target audience must have the same idea of the purpose of the metaphorical image and the advertised product.

The complex metaphor of the fruit wax "WELLA" associates the protective gestures of a girl and the protection of her hair. The sophistication of the creative is that the girl protects the fruit wax, which, in turn, protects the girl’s hair.

Metaphor can also resort to similarities such as cycles and graphs.

There was a video called “Old spice” that compared the physical activity schedule of the owner of this deodorant and the action cycles of the latter. Depending on the chosen metaphor, you can choose similarity in color, similarity in size of the advertising object, or prefer to “copy” the shape.

Elegant squares of SONY TVs - with true Japanese sophistication, flat panel monitors are built into the very subject environment target audience

Analyzing the use of metaphor, we investigated the following types English-language advertising (through distribution channels): printed (advertising and commercial leaflets, catalogs, prospectuses, booklets, brochures, business cards, etc.), newspaper and magazine, radio and television advertising. We also took into account the names of English-speaking companies, the products themselves in cases where they are of an advertising nature (they form an advertising image of a company, product, brand). The use of these principles in advertising text is multi-stage and often hidden to an external observer.

In the commercial, footsteps and voices are perceived as an integral part of the people in the house. The definitions “soft, quick steps and running voices” show that the inhabitants of the house are animated and busy. The fact of the presence of people in the house “steps, voices”), and, moreover, their lively activity “quick running” comes to the fore. Thus, the focus of attention shifts from one part of the situation to another. The center of the situation (the presence of people in the house) shifts to the periphery. At the same time, at the denotative level the situation will be the same, regardless of whether we say “people” or “steps, voices”. The difference between them concerns only the place of the participants in the situation in the speaker’s zone of attention. The talking robber in this example is outside the house and cannot see the people inside, but only hears their steps and voices, guessing from these manifestations that there is someone in the house and something is happening, for example, an advertising video about the same music Center. The phrase is said in voiceover: “He Does the Police in Different Voices.”

In the IKEA poster advertisement: “Looking into the heart of light,” the metaphor “the heart of light” is intended to reflect the quality of the lamps offered. The advertisement of new comfortable kitchens from IKEA “Kitchen for happiness”, just like in any other advertisements, shows the happy faces of people whose happiness is recognized by various acquisitions. That's why man walking he doesn’t go to the store for things, he goes for this happiness.

The metaphor in the term in the advertising text is intended to convey more accurately the meaning of the phenomena, to emphasize the new and important nuance. So she is no longer characteristic feature only poetic creativity, but advertising is needed in order to connect the past with the future, old theories with new ones. Cognition of the unknown is possible only through the well-known, and an adequate linguistic reflection of this new is possible when using well-known words placed in new contexts.

Metaphor allows you to instantly realize, mentally grasp the very essence of the open advertised phenomenon or concept, and penetrate into its content. Here are some advertising metaphors: “infrared slavery”, “nuclear democracy”, “noble metal”.

In term formation, metaphor retains one of its main properties - the principle of linguistic economy, which is extremely important in advertising style. It is here that the metaphor fully satisfies the requirement advertising text- a laconic statement contains informatively capacious content.

When metaphorical comparisons arise on the basis of the same general feature, then, as a rule, this feature is preserved in the second part of the phrase. Phraseological units with the meaning of “big, unlimited quantity something”, as, for example, in an advertisement for The Goods juice, which is “plentiful as blackberries.”

Nouns become symbols of a set under conditions of their semantic transposition, leading to the transition from concrete concepts to abstract ones. Such shifts are realized in certain lexical and phraseological forms of the word. In addition to the meaning of set, each noun in semantic transposition can introduce different shades emotional coloring(for example, positive or negative evaluation, irony, approval, disapproval, etc.), which vary depending on the context. Construction semantic system language necessarily requires a careful study of the stylistic characteristics of metaphorical units in context.

Designating the sensual-erotic impulse driving modern life in the perfume commercial is the perfume scent "Strange Synthetic Perfumes". The aroma that clouds a person's mind is associated with an intoxicating passion for a woman. The motif of aroma and smell heightens sensuality and is fraught with mortal danger.

When the author of an advertising text, offering tights, calls them “dress for your feet,” he is implementing a metaphorical principle. In this advertisement, tights are called “clothes for your legs,” which are not just clothes, but also a reflection of the individuality of a woman who wants to be attractive and create her own style.

Summing up the results of the first chapter, we can conclude that advertising is one of the forms marketing communications, which is non-personal in nature and distributed with the intention of influencing the target audience.

Despite the fact that linguists have repeatedly made attempts to analyze the mechanisms of creating images in literary text, cognitive methods and the actual linguistic means of creating an image (image) of a commercial product have not been subjected to special study in the linguistic aspect until now. However, the role that these mechanisms play in the process of forming public opinion cannot be overestimated. IN modern world, where trade relations largely depend on personal characteristics products from various manufacturers, image has a special function. Consequently, all of the above cannot be done without the active use of the possibilities of metaphor.

Metaphor is an ideal means of imposing one’s point of view, the accompanying vision and description of reality, which is only possible from a certain position, as well as choosing the appropriate means of nomination and methods of classifying objects of reality.

Metaphor is defined as a hidden comparison made by applying the name of one thing to another and thus bringing out some important feature of the other. IN modern works According to metaphor, three main views on its linguistic nature can be distinguished:

- metaphor as a way of existing the meaning of a word,
- metaphor as a phenomenon of syntactic semantics,
- metaphor as a way of conveying meaning in a communicative act.

We can distinguish the main concepts (theories) of metaphor of a general linguistic nature, such as: emotive theories of metaphor, the theory of metaphor as substitution, comparative theory, the concept of metaphor as interaction.

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Pictorial metaphor without visual support

1. Jaguar - “Own a Jaguar at a price of a car.” (Jaguar Automobile Company - “Get a Jaguar for the price of a car.”)

In this advertising slogan, the product of the “Jaguar” company, namely, the car is the content, the subject of identification, and “Jaguar” is the means or, in other words, what the object of the statement is identified with.

Here, a pictorial metaphor is formed by replacing expected visual elements with unexpected ones, but there is no usual conventional connection between them.

With this visual metaphor, the manufacturer draws a parallel between a car and a jaguar, hinting at the presence of similar features between the car and the animal, such as high speed, maneuverability and beauty. The manufacturer, as it were, calls its product a “predator car.” Thus, in this example, the animalistic metaphor is clearly expressed, which arises when the auxiliary subject is an animal.

The pictorial metaphor is based on similarities based on the graphic form of expressing the dynamics of movement, cycles and development of compared objects.

Using this visual metaphor, the manufacturer creates bright image in the minds of potential buyers and declares that the advertised product is a real beast, which is incredibly fast, elusive, but at the same time graceful and beautiful.

Thus, a visual metaphor is built through the correlation of two visual images (a car and an animal), acting as iconic signs.

2. Esso - “Put a tiger in your tank.” (Esso motor oil - “Put a tiger in your gas tank.”)

With this metaphor, the manufacturer draws a parallel between motor oil and a tiger. Using a visual metaphor, the author draws attention to the presence of similar features between the object of the statement and the medium, such as power, high performance and strength. Thus, in this example, the animalistic metaphor is clearly expressed, which is a type of figurative one and occurs when the auxiliary subject is an animal.

By using this metaphor, the author tries to create a vivid image of the advertised product among potential consumers. With these advertising slogans, the author states that, using the advertised product, the buyer will be able to turn any car into an incredibly fast and high-performance “beast car.”

This advertising slogan attracts attention and is memorable not only due to the use of figurative metaphor, but also due to the use of alliteration. The repetition of a consonant makes the advertising slogan musical and striking. The use of this stylistic device helps to emphasize the dominant words and adds imagery and expressiveness to the advertising slogan.

So, in this example, a visual metaphor is built through the correlation of two visual images (the advertised product, machine oil and beast).

3. Tropicana - “Your daily ray of sunshine.” (Tropicana Juice “Your Daily Ray of Sunshine.”)

With this metaphor, the manufacturer draws a parallel between juice and a ray of sun. Using a pictorial metaphor, the author draws attention to the presence of a similar feature between the object of the statement and the means, such as color saturation and indicates the usefulness of the drink and the presence of vitamins in it. Using this metaphor, the manufacturer also refers to the company name (Tropicana) and assures buyers that the product is natural, soaked in the sun and brought from the Tropics.

A pictorial metaphor is based on similarities based on the color of the objects being compared.

Using a pictorial metaphor, the manufacturer tries to evoke a vivid image of the advertised product in potential buyers. Reading this advertising slogan, the image of a warm country, white sandy beach, fresh, organic fruits and cold orange juice, which is incredibly healthy, as it is filled with vitamins and is comparable in benefits to sunlight and vitamins produced from it.

4. Diesel perfume - “Fuel for life”. (Diesel “Fuel for Life” eau de toilette.)

With this visual metaphor, the manufacturer draws a parallel between perfume and fuel. Everyone knows that fuel is an integral component for a car, the car cannot function without it, the author states that the company’s product is like fuel for a person, it is impossible to do without it.

Using a pictorial metaphor, the manufacturer tries to evoke a vivid image of the advertised product in potential buyers. Reading this advertising slogan, a vivid image of a young active person immediately appears in his head, who has no free time, he is always on the move, the advertised product helps him to constantly stay in shape, which is a kind of fuel for him, charging him and giving him strength and energy for new things.

The manufacturer of this advertising slogan attracts the attention of potential consumers not only through the use of a figurative metaphor, but also through the use of alliteration. The repetition of a consonant makes the advertising slogan musical and striking. The use of this stylistic device helps to emphasize the dominant words and brings aesthetic pleasure.

5. Mac Pro- “Beauty outside.” Beast inside.” (Mac Pro computers “The beauty is on the outside. The beast is on the inside.”)

With this visual metaphor, the manufacturer draws a parallel between a computer and an animal. The author of the slogan draws the attention of potential consumers to the presence of such similar characteristics between the company’s product and the animal as: power, strength and high productivity. However, the manufacturer points out that, despite the “beast” inside the computer, the appearance and design of the product retains “beauty”.

The pictorial metaphor is based on similarities based on the functional characteristics and appearance of the compared objects.

Thus, this PC is an example of an animal metaphor, which occurs when the auxiliary subject is an animal.

Referring to the well-known children's fairy tale “Beauty and the Beast,” the manufacturer attracts the attention of a wide audience of possible buyers and creates a vivid image of the advertised product. Reading this advertising slogan, an image of someone attractive based on external criteria is created in your head. personal computer: small, light, stylish, but with a real “beast” inside. In other words, using this metaphor, the author draws attention to the high performance of the advertised product, its speed and ease of use.

6. Bounty - “The taste of paradise”. (Bounty “Heavenly Delight” chocolate bar.)

By using this metaphor, the manufacturer evokes potential clients certain associations, creating a vivid and emotional image.

Using this visual metaphor, the manufacturer wants to create a vivid image associated with the advertised product. Reading this advertising slogan, an image of “heaven on earth” is created in your head, the sound of the sea surf, white sand, a beautiful sunset, coconut tree. The author draws the attention of potential consumers that the advertised product will briefly transport them to this paradise, force them to take a short break and simply enjoy the taste of the advertised product.

7. Toyota - “Drive your dream”. (Toyota Automotive Company “Drive the Dream.”)

In the example above, the manufacturer compares his product to a dream. Thus, the manufacturer declares that their company’s product has all the characteristics that any potential buyer dreams of: beauty, safety, low price, high productivity.

Using a pictorial metaphor, the manufacturer tried to create a vivid image of the advertised product among potential buyers. Reading this advertising slogan, an image of an ideal car appears in your head, a car that previously a potential buyer could only dream of. And now all the dreams have come true in the form of an advertised product.

This advertising slogan attracts attention and is memorable also through the use of alliteration. The repetition of a consonant makes the advertising slogan musical and striking. The use of this stylistic device helps to emphasize the dominant words and brings aesthetic pleasure.

8. American Express - “My life - my card.” (American Express credit card “My life is my card.”)

With this metaphor, the manufacturer draws a parallel between a credit card and life. The author of the slogan draws the attention of potential consumers to the wide range of opportunities provided by a credit card and its irreplaceability. Accordingly, American Express indicates that credit card the company is so simple and easy to use that it will become an indispensable assistant to the bank client.

The pictorial metaphor is based on similarities based on the functional characteristics and purpose of the compared objects.

By using this metaphor, the manufacturer evokes certain associations among potential customers, creating a vivid image - a credit card that is always nearby and will help at any time. The manufacturer points out the indispensability of the advertised product in everyday life.

9. Budweiser - “King of beers.” (Budweiser “King of Beer” beer.)

With this pictorial metaphor, the manufacturer draws a parallel between the drink and the king. And it hints at the presence of a similar characteristic between the objects being compared. The author of the advertising slogan states that the product of this company is the king, that is, the best among its competitors.

Thus, in this example we can see a pronounced anthropomorphic metaphor based on the comparison of an inanimate object - a drink with a man - a king.

The pictorial metaphor is based on similarities based on the purpose of the compared objects.

Using a pictorial metaphor, the manufacturer creates a vivid image of the advertised product. The manufacturer draws the attention of potential buyers - there are many similar products, but the advertised product of this company is the best of its kind.

10. Pontiac - “Fuel for the Soul.” (Pontiac Automobile Company “Fuel for the Soul.”)

With this metaphor, the manufacturer draws a parallel between a car and fuel for the soul. “Fuel for the soul” is a metaphorical expression denoting an important component that fills the soul and is important for a person. Something without which a person cannot exist, like a car that cannot function without fuel (gasoline). Thus, the manufacturer indicates the need to purchase the product and its irreplaceability.

The basis of a pictorial metaphor is similarities based on the purpose of the compared objects.

Using a pictorial metaphor, the manufacturer creates a vivid image of the advertised product. Reading this advertising slogan, an image of an ideal car is created in your head, which is an indispensable assistant for its owner and combines the main qualities that every potential buyer wants to see in a car.

11. Redbull - “Redbull gives you wings.” (Redbull energy drink “Redbull gives you wings.”)

This advertising slogan uses a pictorial metaphor that forms an image in the minds of potential buyers and gives a vivid idea of the product. Using this metaphor, the author also metaphorically states the capabilities of the advertised product.

The basis of a pictorial metaphor is similarities based on the purpose of the compared objects.

Reading this advertising slogan, the image of the advertised product immediately appears in your head. The metaphorical expression “inspires” gives a vivid and accurate idea of the advertised product and its functions and means to give strength and energy.

12. Energizer - “Do you have the bunny inside?” (Energizer batteries “Do you have a rabbit inside?”)

In the proposed example, force/energy is the content, the subject of identification, and the rabbit is the means of identification.

The pictorial metaphor is based on similarities based on the functional characteristics of the compared objects.

Everyone knows that the rabbit is a symbol trademark Energizer and serves as the embodiment of strength and energy. Thus, the author of this advertising slogan replaced the word “power” with “rabbit”, so that the company symbol would always be associated with energy.

13. Angel Soft toilet paper - “Angela Soft.” Comfort where you want it.” ( Toilet paper Angel Soft “Angela Soft. Comfort is where you want it.”)

With this metaphor, the manufacturer draws a parallel between the advertised product and comfort. Using a metaphor, the author draws attention to the presence of a common feature between the object and the means of identification.

The basis of a pictorial metaphor is similarities based on a similar feature of the compared objects.

Using a pictorial metaphor, the manufacturer creates a vivid image of the advertised product. Reading this advertising slogan, an idea appears in your head about the properties of the advertised product. Using this metaphor, the author declares that no matter where you use the advertised product, softness and comfort will be provided to you.

14. State Farm - “Like a Good Neighbor, State Farm is There.” (State Farm Insurance Company “How to good neighbor State Farm will always help.”)

With this visual metaphor, the manufacturer draws a parallel between the company and the neighbor. And hints at the presence between the object and the means of identification of a series common features. Using this metaphor, the manufacturer draws the attention of potential customers to the proximity and convenience of the location of the company's offices and the ease of obtaining financial or insurance assistance.

Thus, in this example we can see a pronounced anthropomorphic metaphor based on the comparison of an inanimate object - an insurance company with a person - a neighbor.

The pictorial metaphor is based on similarities based on the functional characteristics of the compared objects.

Using a pictorial metaphor, the manufacturer creates a vivid image in the minds of potential buyers. Reading this advertising slogan, an image of the advertised company is created in your head, where friendly employees are always happy to help the client, the company’s offices are located in convenient places, which can always be easily and quickly reached, like a neighbor who lives across the street.

The mechanism of action of visual metaphor. Metaphor in advertising and RAM conductor theory

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