A STUDY ON COMMUNICATION EFFECTS OF METAPHOR IN ADVERTISEMENT

Ahn, Hyun-Jung/Dept of Visual Design Graduate School of Hong-ik University

Directed by Prof. Kwan Myung-Kwang

This thesis focuses on the use of metaphor in graphic design by analysing its definition and structure. Metaphor in design goes beyond rhetoric of literature to include tools of expanding creativity. In other words, metaphor helps understanding, expresses the abstract with concrete images, while emphasizing the mundane by adding new images. Metaphor plays an increasingly important role in this information society, it is an unique way of communicating complicated message to the general public.

Metaphor, as other indirect means, is characterized by its 'ambivalence.' Ambivalence is actively used these days as a way of extending meaning, and creativity. It not only compliments direct expression, but also goes a step further in actively conveying messages.

Metaphor is often employed in advertising to obtain maximum effect. Also, corporate advertising and social advertising, product commercial are areas in which metaphor is used with good results.

In graphic design, metaphor is used to alternatively describe the concrete and the abstract. In particular, metaphor is most effective in conveying concrete images. Depending on viewer's experience, Dead metaphor, Ordinary metaphor, or poetic metaphor can be used. Metaphoric substitute uses both Inphor and Diaphor.

The paper highlights some corporate commercials to examine how metaphor is used. The purpose of this paper is to explore further possibilities of metaphor.