Konceptualne metafore u zelenom oglašavanju

Metaphors are all around us and they shape the way we perceive the world with our senses. Lakoff and Johnson argued that our mind and way of thinking are metaphorical. Following this theory and the approach of cognitive linguistics, the aim of this thesis will be to present how conceptual metaphors can be used in advertising. Advertisements can combine visual and textual elements in examples of verbo-pictorial metaphors (i.e., multimodal metaphors), or demonstrate the ability of pictorial elements to convey a message without any textual cues (i.e., monomodal metaphors). More specifically, there are five subtypes of Forceville's pictorial metaphors, namely Contextual Metaphors, Hybrid Metaphors, Pictorial Similes, Verbo-Pictorial Metaphors, and Integrated/Product Metaphors. In order to understand the creation of such metaphors, one should consult Phillips and McQuarrie’s visual rhetoric which includes three possible processes: juxtaposition, replacement, and fusion. Furthermore, modality is another important aspect of the analysis of conceptual metaphors. However, modality is subjective since it is not easily defined in many examples, due to the fact that the understanding of the metaphor may depend on the viewer, so for some viewers the interpretation is achievable from only one mode, while others need the cues from another mode. There is a special focus on advertisements related to the environment and sustainability, such as those provided by the Greenpeace organization. In advertising, metaphors are often used to convey a positive image of a product to viewers with the aim to sell and promote the product. In green advertising, however, the goal is to raise awareness of environmental issues such as global warming and plastic pollution. Metaphors are ubiquitous and every ad can portray some metaphorical meaning, whether to promote a product or raise awareness of social, economic, political or environmental issues. Advertisers often use multimodal metaphors with visual and linguistic elements to effectively convey a message that would stick in a viewer’s mind.