The interplay of literal and metaphorical meanings in printed advertisement

The interplay of literal and metaphorical meanings is often employed as the means of image creation in advertising. Both literal and metaphorical meanings of a linguistic unit are given referential value; it is to be considered both at the metaphorical level and the lexical or literal level simultaneously. The effect of double reading is created by the help of a phenomenon visualized in an advertisement. The study proves that the interplay of literal and metaphorical meanings in advertising is employed to enhance that the viewer grasps the whole semantic space implied in the linguistic unit and its visualization. (C) 2016 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).