Abstract
Identifying creative metaphors in video ads with a valid and reliable procedure is a methodological challenge in Multimodal Metaphor Theory (Forceville, 2016; Perez-Sobrino, 2017). Based on the work of Bobrova (2015), this chapter revisits the relationship between filmic techniques and creative metaphors and refines the characteristics of creative metaphors in video ads. A new six-step procedure is subsequently conceptualised and advanced through analysing a corpus of 100 video ads (including 50 ads for tangible products and 50 ads for intangible products), which were selected by stratified random sampling from influential websites in mainland China. The new procedure is called ‘Creative Metaphor Identification Procedure for Video Ads (CMIPVA)’, which has potential applications for researchers and advertisers alike. The reliability of this procedure was examined through rating 20% of the videos of the sample size by three annotators. Results from Fleiss’ Kappa (k = .78, p < .05) and percentage agreement (= 80%) overall provide considerable, strong support of its reliability.
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