Compasses, beauty queens and other PCs: Pictorial metaphors in computer advertisements

Charles Forceville

doi:10.7146/hjlcb.v13i24.25568

Abstract

Computer advertisements make extensive use of pictorial metaphors. The model pro-posed in Forceville (1996) is used as a starting point to analyze 27 advertisements in PC Magazine, July/August 1999 (American edition) that contain a pictorial metaphor. The aim is twofold: (1) to further contribute to the theory of pictorial metaphor by testing the model against a new corpus; (2) to make an inventory of the source domains used in the metaphors,andtherebytomakesome observations about the ways in which represen-tations of computer technology interact with our daily lives.

Highlights

The first task of an advertisement is to draw attention to itself
A black/white photograph shows a smiling man, right hand on his hip and standing on his right foot, in the process of putting his stretched left foot forward. He balances a piece of computer technology on the index finger of his left hand
Comments pertaining to a theory of pictorial metaphor

Summary

Introduction

The first task of an advertisement is to draw attention to itself. If it is not noticed, neither will, by definition, the product advertised in it, let alone that any positive claims made for it will be processed. A metaphor of the simile type can be construed: PC EQUIPMENT IS LIKE A SHIP’S PROPELLER, with as mapped feature “providing the means to make progress.”. Products like this desktop PC help keep your company healthy.” Given that this specific HP ad promotes “HP Vectra corporate PCs,” the resulting simile is A PC NETWORK IS LIKE A HUMAN BODY, and the mapped feature something like “the interconnectedness of vital elements.”. A black/white photograph shows a smiling man, right hand on his hip and standing on his right foot, in the process of putting his stretched left foot forward He balances a piece of computer technology (as the body-copy informs us: a graphic accelerator card) on the index finger of his left hand. Again, not imperative to see a metaphor here, since the three people’s heads could be visible on the screen — the flattened cheeks suggest they are “bodily” there, not as mere representations

25 Kensington

Comments pertaining to a theory of pictorial metaphor

Conclusions

Literature