Metaphors and Storytelling in Advertising
Metaphors and Storytelling in Advertising

Summary/Abstract: Advertising has become one of the most important activities of present times. As its main objective is persuading prospective customer to buy a product, it can be considered an exercise of rhetoric to which the categories of traditional Aristotelian view on persuasion are suited, logos, pathos, ethos. Persuasion is obtained in different means according to the historical evolution of the domain, plain description of a product, simple metaphors,astonishing metaphors or complete stories in which metaphors are embedded. Examples will be presented for the different phases and the impact of metaphors on the very lexicon and linguistic structures will be shown. Finally few examples of stories and storytelling will show how they create the environment, in which metaphors are produced. Multimodality has contributed to the development of advertising techniques. Also the features of rhetoric,which are involved in different measures in all the phases of this evolution, will be highlighted.

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