Decoding Pictorial Metaphor
Ideologies in Persian Commercial Advertising
Bibliographic Data
| ID | 12602540 |
|---|---|
| Authors | Mohammad Amouzadeh (0000-0001-8964-7967, University of Isfahan, Iran, ,, corresponding author), Manoochehr Tavangar (University of Isfahan, Iran,) |
| Year | 2004 |
| Volume | 7 |
| Issue | 2 |
| Pages | 147-174 |
| Publication date | 2004-06-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | International Journal of Cultural Studies (JOURNAL) |
| Journal identifiers | ISSN: 1367-8779 • E-ISSN: 1460-356X |
| Publisher | SAGE Publishing (PUBLISHER • US) |
| DOI | 10.1177/1367877904043237 |
| OpenAlex | W2122838935 |
| Language | EN |
| Citations received | 6 |
| References cited | 17 |
This article focuses primarily on pictorial metaphors used by advertising firms in pre-and post-revolutionary Iran. By comparing the two sets of data, it argues that one of the main functions of pictorial metaphor in the post-revolutionary period is to reconcile two types of competing and conflicting ideologies: one based on advertising and the other inspired by Islamic values. Advertisers are not allowed, in post-revolutionary times, to manipulate the picture of women for their intended publicity of commercial products. However, they do employ some pictorial metaphors to redress the balance. The article also addresses other issues related to cultural and social aspects of contemporary Iran as reflected in Persian commercial advertisements
Advertising · Aesthetics · Art · Balance (ability · Business · Ideology · Islam · Linguistics · Media studies · Metaphor · Period (music · Political science · Politics · Publicity · Redress · Sociology · Hermeneutics and Narrative Identity · History · Islamic Studies and History · Language, Metaphor, and Cognition · Law · Philosophy · Psychology
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| Unique citing works | 6 |
|---|---|
| Citations per year | 0.33 |
| Citation span | 2008 - 2020 (13) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 6 |