THE COMMUNICATIVE VALUE OF FORMAL METAPHOR IN THE STRUCTURE OF PRINT ADVERTISING

Abstract

Advertising design is one of the arts of communication with various levels and one of its faces is the fields of design arts. This design is based on a set of values and intellectual contents in the folds of the communication message from a purposeful idea and subject to a series of mental operations that are depicted through the concept of formal metaphor. The problem of the current research was determined by asking the following question: (What is the communicative value achieved through the formal metaphor in the structure of the print advertisement)? In order to reach the required results, the researcher determined the goal of the research to identify the communicative value of the formal metaphor in the structure of the print advertisement and defines the research with the objective limit (the communicative value of the formal metaphor in the structure of the printed advertisement) and the spatial limit The fixed advertisements published on the websites and the American by Hans the temporal limit for the year 2019 AD As for the second chapter and the previous studies, as the researcher found previous studies of the current thesis which is a master’s thesis in the printing design of the researcher Muzaffar Kamel Hamid tagged with the formal metaphor and its functional and aesthetic dimensions in the print achievement and for the purpose of reaching the objectives of the research was Defining (the framework for my theory) and it included three sections The first (the concept of communicative value) and the second topic dealt with the concept (the concept of formal metaphor) while the third topic (the structure of printed advertising) resulted in a set of basic indicators that were adopted in preparing the analysis. The second chapter included previous studies as the researcher adopted the research procedures and then adopted the descriptive approach to analyze samples and the selection of three samples for analysis, the research community from thirty advertisements published on the American website by Hans. Among the most important results reached by the researcher:

1- The direct clarity of the advertising idea achieved a high degree of communicative value that enhances the formal metaphor and thus achieved a utilitarian value.

2- The communicative value was achieved through a formal metaphor that carries persuasive goals, and this reinforced the direct clarity of the idea