Open AccessVisual Hiperbole in Advertising (Reconnaissance)
Author(s) -
Brygida Pawłowska-Jądrzyk
Publication year - 2014
Publication title -
załącznik kulturoznawczy
Language(s) - English
Resource type - Journals
eISSN - 2451-4233
pISSN - 2392-2338
DOI - 10.21697/zk.2014.1.22
Subject(s) - hyperbole , exaggeration , context (archaeology) , situational ethics , advertising , linguistics , psychology , history , metaphor , social psychology , philosophy , archaeology , psychiatry , business
Extravagant exaggeration seems to be one of the most significant traits of contemporary culture influenced by the idea of success and ‘spectaclicity’. According to the Author of the paper, even the most extreme examples of hyperbole occur in advertising. The article presents several kinds of visual hyperbole which are used in contemporary adverts (these are: giga-hyperbole, multi-hyperbole, context hyperbole – situational and intertextual). The following examples of hyperbole have been described with respect to their distinctive features, main functions and imaginative value.