Open AccessCompasses, beauty queens and other PCs: Pictorial metaphors in computer advertisements
Author(s) -
Charles Forceville
Publication year - 2017
Publication title -
hermes
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.759
H-Index - 7
eISSN - 1903-1785
pISSN - 0904-1699
DOI - 10.7146/hjlcb.v13i24.25568
Subject(s) - metaphor , beauty , point (geometry) , computer science , advertising , human–computer interaction , art , aesthetics , linguistics , mathematics , philosophy , geometry , business
Computer advertisements make extensive use of pictorial metaphors. The model pro-posed in Forceville (1996) is used as a starting point to analyze 27 advertisements in PC Magazine, July/August 1999 (American edition) that contain a pictorial metaphor. The aim is twofold: (1) to further contribute to the theory of pictorial metaphor by testing the model against a new corpus; (2) to make an inventory of the source domains used in the metaphors,andtherebytomakesome observations about the ways in which represen-tations of computer technology interact with our daily lives.