METAPHORS ROLE IN THE CSR (CORPORATE SOCIAL RESPONSIBILITY) CAMPAIGNS

Considered as figures of speech metaphors are about transferring associations from one experience to another in various fields, from the literary theory to scientific domain, as well. According to Berger (2012), the metaphor is "A mode of communication in which meaning is generated by making comparisons" (Berger 2012, p. 241). A metaphor is actually a strong analogy which suggests equivalence between the two objects/things being compared (Berger, 2012). For instance, if you say that your love is a rose, then you are using a metaphor. Suggesting such equivalence will cause the receiver of your message to attribute qualities of a rose to your love. So, a rose is beautiful and if your loves a rose then your love must be beautiful as well (Berger, 2012). The current paper aims to examine advertisements in which metaphorical comparisons were made in the case of some products. The purpose was to identify what rhetorical themes emerged among the advertisements, and to determine if the visuals could provide sufficient content for a marketing message. An analysis was performed on each through the application of visual semiotics. Findings indicated that a visual metaphor approach can deliver involved rhetorical marketing messages to the viewer. The methodology used in the case of this research study contains two basic directions: a documentary research on the metaphor typology and the use of metaphors in the case of Social Responsibility Campaigns, and the link between the advertising construction theory for a campaign and the forms of advertisement, as well as. (C) 2017 Published by Future Academy