FIGURES OF SPEECH IN FASHION: METAPHOR

A figure of speech is used to make a text more compelling, evocative or understandable, generating images or puns in the mind of the reader, or to create a particular sound effect or meaning.

Figures of speech, although originating in a linguistic context, have always been used with great effectiveness also in visual texts and are one of the most popular communication techniques in advertising.

Here are the most recurring figures of speech in fashion advertising: the first is the metaphor, (from meta and fero = to say in other words), replacement of a word with a literary figure of speech associated with the word through resemblance (for instance, you’re like lightning, meaning “you’re as fast as lightning”, you’re like a camel, meaning “you drink like a camel”).

The sign from which the metaphor originates is the icon.

In this campaign, water covers the models as if it were a dress to indicate, through a visual metaphor, that it is as light and fresh as water.

Gisele Bündchen - Ipanema

In another campaign, the feathers of a tropical bird complete the dress. Metaphor: free, elegant and natural like a tropical bird.

Gisele Bündchen - Ipanema