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- Title
LA METÁFORA VISUAL, ELEMENTO COMUNICADOR DE LAS MARCAS EN LA PUBLICIDAD EXTERIOR.
- Authors
MARUGÁN SOLÍS, FERNANDO
- Abstract
In today's advertising, visual metaphor is that rhetorical element that allows to communicate ideas and contents using visual elements different from the advertising product or service, which offers great creative possibilities to transmit with a single image a wide content. This is especially important in the outside environment, where the receiver uses very little time to decode the creative message he sees on a fence or a canopy. In this article it is tried to verify that the increasing use of the visual expression has the consequence that the text has a presence less and less, reduced to a slogan that is a companion of the mark and that often appears in English. It is also proposed to demonstrate the increasingly widespread use of the visual metaphor as a representation of the product and its benefits. For this purpose, an analysis of the creative content of external media ads awarded at the three major advertising festivals of the world.
- Publication
Revista Prisma Social, 2016, Issue 17, p116
- ISSN
1989-3469
- Publication type
Article