Decoding Ads

Decoding Ads
 Ads use devises that are used in linguistic narratives
(figures of speech)
 Metaphorical associations between elements through
similarities- where one element/value is transferred to
another: making connections between the product and
some meaning that does not belong to the product
 Metonymy (substitution based on association between
elements) Women and cars
 Ads call you to make associations between objects and
 Ads work by:
 transference
 Repetition (same product but different each time)
 Personification ( robots in the Citroen ads)

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