El Kholy, Rana

doi:10.21608/herms.2023.371292

"A Creative Metaphor Analysis of the Use of Fairy Tales and Superheroes in Egyptian Arabic TV Commercials"

نوع المستند : المقالة الأصلية

المؤلف

Rana El Kholy

Faculty of Arts, Ain Shams University

10.21608/herms.2023.371292

المستخلص

Advertisers are always hunting for creative ideas which would draw the attention of consumers. This led to the use of fairy tales and superhero fiction in advertising as the magical and supernatural worlds presented in these stories appeal to viewers. The present study investigates how the use of fairy tale and superhero characters in the multimodal metaphors represented in Egyptian Arabic TV commercials contributes to the messages conveyed and emphasises the product or service’s necessity for the customer. The sample, which has been collected from YouTube, comprises a total of 22 Egyptian Arabic TV commercials in which fairy tale characters and superheroes play essential roles. The commercials were analysed following Bort-Mir’s (2019) FILMIP (Filmic Metaphor Identification Procedure), a procedural method, which consists of seven steps, for the identification of filmic components that are metaphorically-used in videos. This Multimodal Metaphor analysis was carried out over two phases: Phase 1 Content Analysis to better understand the idea manifested in each video, and Phase 2 Metaphor Identification to distinguish how the metaphor is visually and linguistically realised. The findings showed how visual and linguistic modes were used simultaneously to depict creative metaphors, which were in turn utilised to deliver the message to the viewers and to stress the importance of buying the products advertised in the commercials. The importance of the study lies in its contribution to the field of advertising as it seeks to explain how attractive TV commercials using fairy tales and superheroes are to consumers.

الكلمات الرئيسية