scholarly journals Visual Metaphtonymy in Automobile Femvertising

2020 ◽  
Vol 18 (4) ◽  
pp. 421-439
Author(s):  
Sami Chatti
Keyword(s):  
Survey Data ◽  
Visual Imagery ◽  
Visual Rhetoric ◽  
Representative Sample ◽  
Figurative Language ◽  
Dynamic Interaction ◽  
Female Consumers ◽  
Selection Of ◽  
Metaphor And Metonymy

In a 2017 landmark reform, Saudi authorities decided to lift the ban on women driving in this conservative society. In tribute to women's newly-gained freedom to drive, major automakers turned to Twitter to launch creative femvertising campaigns that vividly articulate the female empowering motto 'driving is feminine'. Building on the eloquence of visual rhetoric, which combines the communicative force of figurative language with the expressive potential of visual imagery, automobile advertisers resorted to visual metaphtonymy to efficiently target prospective female consumers. The selection of this visual compound, which emerges from the intricate interplay between metaphor and metonymy, allows for a dynamic interaction between the highlighting function of metonymy and the mapping role of metaphoric thought to establish informed parallels between femininity and automobility. Analysis of survey data on the likeability, complexity and effectiveness of a representative sample of four digital automobile advertisements asserts the role and value of visual metaphtontonymy in automobile femvertising.

scholarly journals Visual metaphtonymy in automobile femvertising

2021 ◽  
Vol 0 (0) ◽  
Author(s):  
Sami Chatti
Keyword(s):  
Survey Data ◽  
Visual Imagery ◽  
Visual Rhetoric ◽  
Representative Sample ◽  
Figurative Language ◽  
Dynamic Interaction ◽  
Female Consumers ◽  
Selection Of ◽  
Metaphor And Metonymy

Abstract In a 2017 landmark reform, Saudi authorities decided to lift the ban on women driving in this conservative society. In tribute to women’s newly-gained freedom to drive, major automakers turned to Twitter to launch creative femvertising campaigns that vividly articulate the female empowering motto ‘driving is feminine’. Building on the eloquence of visual rhetoric, which combines the communicative force of figurative language with the expressive potential of visual imagery, automobile advertisers resorted to visual metaphtonymy to efficiently target prospective female consumers. The selection of this visual compound, which emerges from the intricate interplay between metaphor and metonymy, allows for a dynamic interaction between the highlighting function of metonymy and the mapping role of metaphoric thought to establish informed parallels between femininity and automobility. Analysis of survey data on the likeability, complexity and effectiveness of a representative sample of four digital automobile advertisements asserts the role and value of visual metaphtontonymy in automobile femvertising.

scholarly journals Visual Metaphors in Pakistani Television Commercials: Its Role in Shaping Female Consumer’s Perceptions about Brand Image and its Consumption

2020 ◽  
Vol 4 (2) ◽  
pp. 145-158
Author(s):  
Sumeera Batool ◽  
Moneeba Iftikhar ◽  
Arfa Mashal
Keyword(s):  
Visual Rhetoric ◽  
Brand Image ◽  
Television Commercials ◽  
Female Consumers ◽  
Visual Metaphors ◽  
Relationship Of ◽  
Television Audience ◽  
The Relationship ◽  
Consumer's Perception

The consumers have many choices in buying products around the world, which makes tough competition among the brands. To make the brand stand out in the market, visuals metaphors have become mandatory tools that the advertisers use. Therefore, this study aims to find the role of visual metaphors of Pakistani Television Commercials (TVCs) in shaping the perceptions of female consumers regarding brand image and its consumption as television audience. The study followed the theory of visual rhetoric and brand equity, which gives the building block in understanding the relationship of visual metaphors with consumer’s perception about brand image. The qualitative method is used to scrutinize the in-depth perception by using focus group as a tool of data collection. The population of the study is female youth and 96 students participated as respondents. Results reveal that after watching TVCs, there is significant inclination and affirmative change in consumer’s perception about buying the product among youngsters. It also shows that using visual metaphors benefit significantly in distinction of a brand from its competitors. The conclusive findings will help the advertisers to know the effectiveness of visual metaphors of TVCs in changing consumer’s perception about the brand image and their buying pattern.

scholarly journals Why is semantic change asymmetric? The role of concreteness and word frequency and metaphor and metonymy

2021 ◽  
Author(s):  
Mahesh Srinivasan ◽  
Bodo Winter
Keyword(s):  
Word Frequency ◽  
Figurative Language ◽  
Frequency Data ◽  
Semantic Change ◽  
Weak Evidence ◽  
Metaphor Theory ◽  
Metaphor And Metonymy

Metaphors and other tropes are commonly thought to reflect asymmetries in concreteness, with concrete sources being used to talk about relatively more abstract targets synchronically. Similarly, originating senses in diachronic semantic change have often been argued to be more concrete than extended senses. In this paper, we use a dataset of cross-linguistically attested semantic changes to empirically test the idea that asymmetries in figurative language are predicted by asymmetries in concreteness. We find only weak evidence for the role of concreteness and argue that concreteness is not a helpful notion when it comes to describing changes where both originating and extended senses are highly concrete (e.g., skin > bark, liver > lungs). Moreover, we find that word frequency data from English and other languages is a stronger predictor of these typologically common semantic changes. We discuss the implications of our findings for metaphor theory and theories of semantic change.

scholarly journals Gender and Age Differences in Choice of Holiday Destination: Case of Langkawi, Malaysia

2021 ◽  
Vol 17 (10) ◽  
pp. 1
Author(s):  
An Nur Nabila Ismail ◽  
Yuhanis Abdul Aziz ◽  
Norazlyn Kamal Basha ◽  
Anuar Shah Bali Mahomed
Keyword(s):  
Destination Choice ◽  
Female Consumers ◽  
International Tourist ◽  
Gender And Age ◽  
Tourism Studies ◽  
Males And Females ◽  
Gender And Age Differences ◽  
Tourist Survey ◽  
Selection Of

While gender and age are considered as important demographic factors in tourism segmentation, lack of attention has been given by tourism researchers. Moreover, gender and age analysis within tourism studies are still limited, particularly in the context of choice of destination. The aim of this paper is to examine the role of gender and age in determining the destination choice. Langkawi has been chosen as a location for the study due to its popularity among the local and international tourist. Survey questionnaire is used as a tool for data collection. A total of 529 Langkawi holidaymakers participated in the study. T-test and ANOVA has been employed to analyse the data. The findings indicate that gender and age both influence Langkawi being chosen as a holiday destination. Male and female consumers place different emphasis on the selection of Langkawi as a destination of choice. These findings suggest that tourism advertisers and destination promoters need to be aware of different needs and wants of both males and females. However, tourists of different ages evaluate Langkawi similarly, which marketers can use a variety of promotion packages for all age group. The study's practical implications and limitations are discussed.

Faculty selection of textbooks: Key variables and the role of teaching experience

2010 ◽  
Author(s):  
Aja Taitano ◽  
Bradley Smith ◽  
Cade Hulbert ◽  
Kristin Batten ◽  
Lalania Woodstrom ◽  
...  
Keyword(s):  
Teaching Experience ◽  
Key Variables ◽  
Faculty Selection ◽  
Selection Of

Posttransplant CMV infection and the role of immunosuppression (Sponsor: Novartis Pharma GmbH, Nürnberg)

2016 ◽  
Vol 04 (01) ◽  
pp. 4-10
Keyword(s):  
Lower Incidence ◽  
Paradigm Shift ◽  
Mtor Inhibitor ◽  
De Novo ◽  
Expert Panel ◽  
Risk Of Infection ◽  
Cmv Infection ◽  
Expert Meeting ◽  
Selection Of

AbstractImmunosuppression permits graft survival after transplantation and consequently a longer and better life. On the other hand, it increases the risk of infection, for instance with cytomegalovirus (CMV). However, the various available immunosuppressive therapies differ in this regard. One of the first clinical trials using de novo everolimus after kidney transplantation [1] already revealed a considerably lower incidence of CMV infection in the everolimus arms than in the mycophenolate mofetil (MMF) arm. This result was repeatedly confirmed in later studies [2–4]. Everolimus is now considered a substance with antiviral properties. This article is based on the expert meeting “Posttransplant CMV infection and the role of immunosuppression”. The expert panel called for a paradigm shift: In a CMV prevention strategy the targeted selection of the immunosuppressive therapy is also a key element. For patients with elevated risk of CMV, mTOR inhibitor-based immunosuppression is advantageous as it is associated with a significantly lower incidence of CMV events.

Energy Efficiency Analysis in ERA using NFL-BA Algorithm

2020 ◽  
pp. 340-348
Author(s):  
Palky Mehta ◽  
H. L. Sharma
Keyword(s):  
Cluster Head ◽  
Vital Role ◽  
Wireless Sensor ◽  
Energy Usage ◽  
Cluster Heads ◽  
Comparison Results ◽  
Current Scenario ◽  
Energy Efficiency Analysis ◽  
Selection Of

In the current scenario of Wireless Sensor Network (WSN), power consumption is the major issue associated with nodes in WSN. LEACH technique plays a vital role of clustering in WSN and reduces the energy usage effectively. But LEACH has its own limitation in order to search cluster head nodes which are randomly distributed over the network. In this paper, ERA-NFL- BA algorithm is being proposed for selects the cluster heads in WSN. This algorithm help in selection of cluster heads can freely transform from global search to local search. At the end, a comparison has been done with earlier researcher using protocol ERA-NFL, which clearly shown that proposed Algorithm is best suited and from comparison results that ERA-NFL-BA has given better performance.

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