Visual Metaphor in Social Advertising

Student: Zubanova Arina

Educational Programme: Foreign Languages and Intercultural Communication (Bachelor)

Year of Graduation: 2020

Over the last few decades, the issue of ecological condition of our planet received a lot of public attention all over the world including the sphere of social advertising, which has become one of the fundamental sources of enlightenment for people. This paper is dedicated to examining the main methods of influence of visual metaphors in ecological social advertising with an aim to identify the persuasive details of it and their impact on people. To support the stated aim the author conducts a research in which there is a survey with social advertisement based on pictures of pollution and questions about what draws the attention of the interviewees and their first impression of the images. It is expected that the respondents observe the visual content given to them and answer all the questions. In that way, the analysis will be performed in order to detect the core aspects of persuasiveness.

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