시와 광고의 은유표현에 관한 연구

Abstract

Study on metaphor in poetry and advertisementJeon, Dong─GuenA metaphor, the product of imagination, is an important expressiontechnique used in a poetry. It enables human beings to connect theirinner feelings to the outside world by finding out a similarity or co─essentiality of objects or meanings through intuition. A metaphor in theadvertisement raises aesthetic values of the ad thereby makingexpressions more diverse. A case study on ad expressions shows that “juxtaposition metaphor”ismost widely used in advertisement. This seems to stem from the fact thatjuxtaposition is more effective to attract consumers’attention as it uses theso─called “literal meaning”and “connoted meaning,”which makestark contrast each other. “Value metaphor”is also commonly witnessed,indicating that it is one of useful tools to spread corporate and brandvalues as well as present a favorable image to consumers, which, in turn,can help to develop a sustainable market. With respect to copyexpression, it has a simple form of metaphor where the literal meaning ismatched to connoted meaning. The visual expression, on the other hand,shows a variety of formats including “expansion metaphor,”and“juxtaposition metaphor.”This well represents that visual expression haswider range for application of various and complex metaphors. - 323 -시와 광고의 은유표현에 관한 연구 _ 29To make the best use of a metaphor as advertisement expressiontechnique not only requires imagination and creativity that are the basis ofunique and unconventional ideas. But it also needs a fine─tuning of thesimilarity or difference between literal meaning and connoted meaning.As a metaphor can be translated differently depending on people’sviews, it is also significant to provide rich evidence that support the exactmessage that an ad aims to deliver.