| Abstract |
| Currently, we are in the middle of rapid changes toward to the era of visual and acoustic communications from that of communications of reading and writing. As explosive changes and developments of mass media in recent years have caused information exchanges to increase sharply, there is a need for easier and quicker understanding on advertisements, and in response to this phenomenon, visual communications have been noticeable in advertisement. Metaphor in advertisement is one of the most important appeal methods which enables qualitative differentiation of creative and entices consumers to actively participate, by stimulating cognition and behavior of the recipients who interpret the meaning. For a long time since Aristotle, there have been many studies on metaphor. In fact, those studies have focused mainly on the metaphor in terms of linguistic rhetoric, paying little attention on the metaphor in relation to visual elements. However, a group of scholars began to study visual metaphor, which has served to maximize the effect of attention and understanding given by advertisements, at this point where the importance of image-centered advertisements are gradually growing. Visual metaphor can serve as a means of consumers` purchase-orientation and an instrument to stimulate the effect of advertisements. |
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| Key Words |
| Metaphor, Creative, visual Metaphor |
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