Unpacking Creativity

Paula Pérez-Sobrino is a lecturer in the Department of Modern Languages at the University of La Rioja (Spain). She is a cognitive linguist who specialises in the theoretical development and empirical study of figurative language and multimodal creativity. Recent publications include Multimodal Metaphor and Metonymy in Advertising (2017). Jeannette Littlemore is a Professor of English Language and Applied Linguistics in the Department of English Language and Linguistics at the University of Birmingham. Her research focuses on the reasons why people use metaphor and metonymy and the impact that they have on the reader. She has published three previous books with CUP, the latest of which is Metaphors in the Mind (2019). Samantha Ford is a Doctoral Researcher in the Department of English Language and Linguistics at the University of Birmingham. With a Collaborative Doctoral Award from the Midlands4Cities, Arts and Humanities Research Council (AHRC), Samantha researches figurative creativity in advertising and consumer attitude, behaviour, and memory with Big Cat Advertising Agency.

• Introduction; Part I. Theoretical Perspectives: 1. The temple of heaven is not China; 2. Is it a bird or is it a chameleon?; 3. Welcome to the black supermarket; 4. I thought they were hairy breasts!; Part II. Empirical Studies: 5. Spiderman or devil horns?; 6. If it's red it must be sport; 7. Curry is yellow in Japan but orange in the US; 8. So real it's scary; 9. Cross-cultural and gender-based variation in the emotional impact and appreciation of marketing videos; 10. Having fun with his custard factory?; 11. What do we now know about the creative use of figurative communication in advertising?

'This book provides an effective analysis of visual and language metaphors and their interaction, informed by astute application of cognitive science to a range of examples from advertising. Students and researchers in communication, linguistics, and cognitive linguistics as well as advertising researchers and practitioners will find the book interesting and informative. It is well-written and readable, and would be an excellent text for an advanced course in advertising, communication, or cognitive linguistics.' Professor L. David Ritchie, Department of Communication, Portland State University