MDIA2005 Lecture Notes - Lecture 3: Catachresis, Metonymy, University Of New South Wales
Document Summary
Many ads will use different techniques to create meaning. Eg, using pyramids to sell cigarettes the advertisement must violate the rules of common sense and convince the audience that there is a connection between the two = sophisticated ad. Metaphor: bringing value to the product that the product does not have (substitution bases on similarity) + alcohol = sexual object: rhetoric: art of influential, persuasive communication using stylistic devises, figures of speech. + visual figurative (rhetorical) transformation persuasive (connotative) text: durand, literal- figurative relations (same/ different, transformations. Substitution (eg, a woman being seen as an alcoholic beverage) Permutation: metonymy (substitution based on association ) + (cultural) (natural) is associated with product and motive. Hotel resort = sexual pleasure: for assessment 2 (week 3) choose between allegory, rhetoric, subjectivity or myth. Rhetoric, meaning and puzzle: product means" in terms of human values that are not intrinsic to the product.
