ADVERTISING METAPHOR AND VISUAL METAPHOR

Abstract

The use of metaphors in advertising constitutes an effective lens for the presentation of most goods and services for consumers. Brands use metaphorical narration to make a difference in the market, to increase their memorability and to direct the consumer's purchasing process. In the study, what kind of emotional associations the metaphors used in advertisements lead to the audience and which metaphors and visual metaphors are used in these advertising communications are emphasized. In communication with consumers through advertisements, the structural features, characteristics, types, usage patterns of metaphor and how it guides the consumer are emphasized. It was examined with various advertisement examples and the place of metaphor in advertising communication was analyzed.