Tadić, Ljiljana.
(2016).
Analyse visueller Metaphern in Snickers - Werbung.
Diploma Thesis. Filozofski fakultet u Zagrebu, Department of German Language and Literature.
[mentor Anđel, Maja].
Abstract
The implementation of new media is giving a lot of new requirements to the field of
research. At this degree dissertation you get different views for linguists of metaphors in advertisement. For this purpose the Snickers advertisement was analysed by reference to the metaphor analysis of Lakoff and Johnson. This study is done to find out if and how visual metaphors in advertisements catch the interest of consumers.
This study is based on an analysis of Snickers advertisements. The metaphor analysis of
Lakofff and Johnson was consulted for this. The degree dissertation is structured in eight chapters. At the first chapter you get to know the content of the study as well as the methodical strategy.The advertisement in general is being shown in chapter two. Chapter three and four explain the metaphor analysis of Lakoff and Johnson and the specific difficulty of analysing metaphors. The key questionis shown in chapter
five following by the analysis in chapter six. In chapter seven you get the summary of the key results of the degree dissertation. The conclusion is made in chapter eight.
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