Particularities Of Visual Metaphors In Advertising Campaigns About Ecological Problems

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dc.contributor.authorAntonova, Olha
dc.contributor.authorSokolov, Maksym
dc.date.accessioned2022-02-17T07:25:44Z
dc.date.available2022-02-17T07:25:44Z
dc.date.issued2021
dc.description.abstractThe article is dedicated to the peculiarities of visual metaphors usage in the design of foreign public service announcement campaigns about ecological problems. The specifics of graphic and expressive means of public service announcements against the destruction of forest resources is analysed, typical types of visual metaphors used in public service announcement materials in campaigns of WWF and other world public organizations about this topic are distinguished. It was found that the main implementation element of authors’ communicative strategy in public service announcement materials is the graphic part of advertising, which is based on a metaphorical understanding of reality, and the text serves as an explanatory addition to it. Visual content can be largely outspoken, cruel, and appealing to guilt and fear, which ensures the impact of suggestive influence of public service announcement products and serves as a factor of effectiveness for a public service announcement campaign about this problem.uk_UA
dc.identifier.citationAntonova, O. Particularities Of Visual Metaphors In Advertising Campaigns About Ecological Problems / O. Antonova, M. Sokolov // Образ. – 2021. – Вип. 2 (36). – С. 63–71.uk_UA
dc.identifier.urihttps://dspace.nuft.edu.ua/handle/123456789/37112
dc.language.isoenuk_UA
dc.subjectgraphic and expressive means of public service announcementuk_UA
dc.subjectinfluence of public service announcementuk_UA
dc.subjectcreolized textuk_UA
dc.subjectdesign of advertisinguk_UA
dc.subjectvisual metaphoruk_UA
dc.subjectвізуальна метафорикаuk_UA
dc.subjectзображально-виражальні засоби рекламиuk_UA
dc.subjectвпливогенність рекламиuk_UA
dc.subjectкреолізований текстuk_UA
dc.subjectдизайн рекламиuk_UA
dc.subjectкафедра маркетингуuk_UA
dc.titleParticularities Of Visual Metaphors In Advertising Campaigns About Ecological Problemsuk_UA
dc.typeArticleuk_UA

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