How can companies use metaphor to make their advertising campaigns more effective? In this breakfast with companies we will discuss language in business. Research has shown that the use of metaphor in advertising enhances brand recognition, recall and emotional attachment to the product. It is for these reasons that Esso famously invited consumers to ‘put a tiger in the tank’, and for their subsequent advertisements to feature a photograph of a tiger in the wild. In our study we have found that the amount, type and positioning of metaphor in billboards, magazine adverts and internet videos affect the appeal of … Continue reading EMMA @ University of Birmingham Business Club
The Millennial Apprentice is an event framed within the 2017 British Science Week. 3.5 million manufacturing jobs will need to be filled in the next decade, but the skills gap is expected to end up in 2 million of jobs unfilled. Manufacturing is now looking for young workers, but what millennials may not realise is that modern manufacturing has undergone a deep makeover. Analytical Textile Technologist, Digital Designer, Robotics Software Developer… Today manufacturing is full of cutting-edge technology and seeks to make the world a better place with the creation of products we use every single day. Join Dr Mariachiara … Continue reading British Science Week 2017: Workshop “The Millennial Apprentice”
On 22 December 2015, the General Assembly adopted a resolution to establish an annual International Day to recognize the critical role women and girls play in science and technology communities. In welcoming the efforts of the United Nations, we have created this website to increase the visibility of women in a wide range of science disciplines. Our aim is to empower and support women in research and academic environments, and to reduce gender biases in science and in life in general by telling to the public as many successful experiences as we can. Join us in the celebration of the International … Continue reading EMMA supports the International Day of Women and Girls in Science 2017
Superbowl is around the corner. It is widely known that the commercials shown during the game will get immediately viral. Experts think that this is a result of the game’s extremely high viewership and wide demographics. But it is just because of that? Do metaphor, irony, and hyperbole have anything to do with the popularisation of these adverts? Join Paula Pérez Sobrino today at Northumbria University in Newcastle to talk about (Extra)ordinary creativity: can figurative language boost the number of views of your Internet advert? with colleagues and friends from the Institute of Humanities Linguistics at Northumbria University (Newcastle, UK), and find out more … Continue reading EMMA @ Newcastle today!
The Research Institute for Bilingual Learning and Teaching (RIBiLT) at the Open University of Hong Kong has invited Prof. Jeannette Littlemore to visit the Open University of Hong Kong as part of the Distinguished Professor Seminar Series 2016/17. As the Principal investigator of the EMMA project, Prof. Littlemore will give a number of talks on metaphor and advertising, featuring the most recent results obtained in our studies on multimodal metaphor comprehension by cross-cultural audiences. See this video for Prof Littlemore’s self introduction and research interests Jeannette Littlemore is a Professor of English Language and Applied Linguistics in the English Language Department at … Continue reading EMMA goes to Hong Kong!
Dear metaphor lovers, Happy Holidays! Winter was coming, we all knew that. But it’s not all dark and cold for EMMA – we have our Christmas crackers, mince pies, and metaphors to get through the season! Enjoy your local delicatessen, and time away from the computer in company of the loved ones. We promise to be good and to be back in 2017 with more studies with fun adverts! Let the festive season begin! Continue reading Happy holidays on behalf of the EMMA team!
Paula Perez-Sobrino is currently visiting Margaret G. Dowens in the Cognitive Neuroscience Laboratory @ University of Nottingham Ningbo in China as part of the collaborative project “Exploring Multimodal Metaphor in Advertising” in partnership with the University of Birmingham (UK), University of La Rioja (Spain), and The Metaphor Lab at the University of Amsterdam (The Netherlands). As part of this research visit, she will be giving a public talk on Wednesday 30th November for students, postgradutes and staff members at the University of Nottingham-Ningbo (4pm, room AB209). Save the date! Attendants will have the opportunity to participate in a follow-up study on viral … Continue reading “Like & share: Figurative language and viralisation of Internet videos” – Talk by Paula P Sobrino at UNNC. Save the date!
你好 – nĭ hăo everyone! EMMA has finally arrived in China. Dr Paula Pérez Sobrino is visiting the Psycholinguistics Lab at the University of Nottingham Ningbo until the beginning of December 2016 , which is one of the official research partners in EMMA. She will conduct a number of experiments on viral advertising and will collect data from Chinese students, postgraduates and staff members at UNNC. EEG training will be additionally provided by the lab’s manager, Dawei, who will contribute to enhance the current scope of EMMA. Here is a picture from the first day of Paula (left) at the 2016 UNNC Graduation ceremony on Saturday 12th … Continue reading 你好 EMMA! Hi everyone from the Psycholinguistics Lab at the University of Nottingham-Ningbo in China
We’ve received some reactions to our “Food for Thought” workshop we organised in Brussels on 28th September, and couldn’t be more delighted! Marie Froidmont, 15, was one of the winners of our Food for Thought quizz . She has just sent as an email saying:”This exposition was amazing, there were a lot of things to see and do, which was fun. The experiments were all very well presented and interactives which I think personally is a quicker way to understand what is actually happening. I think that the project must keep going and maybe have more experiments in the future.” And that’s … Continue reading “I think that the project must keep going and maybe have more experiments in the future”
Following up on our intense day at the 2016 European Researchers Night, we bring you here our ‘Food for Thought – The Quizz‘ that we designed for our visitors in Brussels. Food adverts from different cultures can sometimes be hard to understand. We invite you to look at these adverts from Spain and China. What do you think they are advertising? Put your ‘foodie’ skills to test with out quizz. Click on the image below to access our Food for Thought Quizz: Bon appétit!! Continue reading Food for Thought – The Quizz