Pictorial Metaphor in Advertising

Pictorial Metaphor in Advertising

One of the most important and possibly least discussed topics in human centred design is that of “metaphor”. What is the product or service supposed to mean, and why should people choose it ?

While this particular book is not a design guide and is not a particularly easy read either, it is nonetheless a thorough and thought-provoking review of the theories of “metaphor” with particular focus on the complex implementation environment of visual advertising.

From Black’s theory of metaphor to Roland Barthes theories of interpretation, this book provides a comprehensive introduction to issues which every human centred designer should remain fully alert to.