Advertising and Metaphorically Language: Cognitive Semiotics Approach

Cognitive semiotics is one of the methods in which considered multidimensional meaning. It is new field with the aim of integrating methods and theories in cognitive sciences and humanities. Metaphor is historically and analytically the basis of semiotics. Analytically study of the metaphorically signs is considered. One of the research fields in semiotics is advertisement. The aim of this paper is studying the verbal metaphor in advertisements of Teheran billboards with use of Zaltman and Zaltman (2008) deep metaphor. The question is how this advertisement should be to effect in customers mind and to encourage them to buying. Then in this research deep metaphor on billboards is gathered. The result presents that metaphorically advertisements affect the customer mind better and prevent their unconscious decisions.