Document Type : Original Article
Authors
1 Instructor of department of Graphic Design & Illustration, Visual Art Faculty, University of Art, Tehran, Iran.
2 Master of Arts in Visual Communication, Pars Institute of Higher Education in Architecture and Art, Tehran, Iran.
Abstract
In recent years, graphic designers have made significant efforts to attract audiences, they try to use a creative methods in their works as much as possible. therefore, dealing with issues such as Metaphor, can give creative ideas to graphic designers. George Lakoff has challenged the traditional view of Metaphor and instead expresses a new perspective. A new approach to metaphor that somehow challenges all aspects of traditional theory is first introduced by him in the conceptual metaphors of 1980 in the fateful book ”the metaphors we live by”. George Lakoff believes that the conceptual structure of the mind is metaphorical. In that it is a metaphorical way of thinking, experiencing and perceiving. the emergence of his metaphor of thinking can be found in the daily practice of human beings; which is the language of communication. conceptual metaphor is understanding one conceptual domain in the context of another conceptual domain. Life as a journey or controversy as a war, here are cases like his. A conceptual metaphor consist of two conceptual domain, where on domain is understood in the context of another domain. the more objective domain is called the origin and the more abstract domain is called the destination.
Advertising campaign; a set of ads is said to present a single main message and idea in different media. The media used for an advertising campaign varies depending on the subject of the campaign, the target group, etc. A combination of one or more media may be used in the design of advertising campaign. One of the indicators that distinguish advertising campaigns from other advertising strategies is the idea behind the headline, image, music or any other tool used to shape the ad. the purpose of this research is to achieve the method of meaning through a Metaphors concept in selected print advertising campaigns and explain the capabilities of conceptual Metaphors and how to use them in creating advertising campaigns and try a new possibility in a context of infinitely non_ surface and deep meanings in the pursuit of new ideas and provide creative works to designers. this study was done by descriptive-analytical method and It is the type of applied research in purpose. In terms of research data, It is a qualitative research. Necessary background information for research in the form of a library has been extracted from a review of written and electronic sources. Successful advertising campaigns are purposefully presented in this study and has been analyzed in the print media. The results of this study indicate that if more designers use conceptual metaphors in their works, they can bring more creativity and innovation to their work and hope to bring in a lot of target groups. this possibility is undoubtedly the product of a combination of linguistics, cognition and graphic design.
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