Visual humor allows differentiation in communication, and is one of the important advertising appeals in creativity that induces voluntary participations from consumers. Such visual humor delivers a message by metaphor. Therefore, the study of metaphor considering diverse characteristics of visual humor is very necessary. We established the concepts of metaphor, and examined expression and significance of metaphor, analogy, catachresis, metonymy, and synecdoche in each form type. Also, we studied the structure of each category according to trichotomy of semiotics to suggest metrics that can analyze metaphor. As a result, we found that metaphor of visual humor is operation and development of codes, and that its expression method and forms of composition form a mutually organic relationship. We were also able to suggest models for each form type and concepts of metaphor through metaphor significance and cases. Additionally, we found that metaphor significance forms a mutually close relationship as codes of pragmatics, semantics, syntatics through trichotomy analysis of semiotics. Finally, we suggested a metrics and guideline for expression method and evaluation of visual humor appropriate for metaphor form type in delivering messages. We believe that the results of this study can be useful for studying metaphor of visual humor in terms of design idea.
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