Pictorial Metaphor in Advertising or Front Office Operations and Auditing Workbook

Pictorial Metaphor in Advertising

Author: Char Forcevill

In Pictorial Metaphor in Advertising, Charles Forceville argues that metaphor can occur in pictures as well as words and draws on relevant studies from various disciplines to propose a model for the identification, classification and analysis of "pictorial metaphors." Forceville shows not only how metaphor can occur in pictures, but also provides a framework within which these pictorial metaphors can be analyzed.

The theoretical insights are applied to thirty advertisements and billboards of British, French, German and Dutch origin. The detailed analyses of the advertisements suggest how metaphor theory can be employed as a tool in media studies, shedding light on where general agreement about the meaning of pictorial metaphor can shade over into other more idiosyncratic but equally valid interpretations.

Booknews

Forceville (English, Free U. of Amsterdam) presents a compelling argument toward a new theory of "pictorial metaphor" using, primarily, the work of Max Black and Roland Barthe as a springboard for his investigation into modern advertisement. The development of his theoretical model leads him into discussions of verbal metaphor, word and image relations, relevance theory, and case studies of advertisements, as well as an exploratory experiment of individuals' reactions to IBM billboards. Includes black and white photographs. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Table of Contents:

	List of illustrations
	Acknowledgements
1	Introduction	1
2	Max Black's interaction theory of metaphor	4
3	Towards a theory of pictorial metaphor: Relevant studies	37
4	Advertising: Word and image and levels of context	67
5	Communicator and addressee in the advertising message: Relevance theory perspectives	83
6	Pictorial metaphor in advertisements and billboards: Case studies	108
7	Individuals' responses to three IBM billboards: An exploratory experiment	165
8	Closing remarks	200
	Notes	212
	Bibliography	223
	Index	231

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Front Office Operations and Auditing Workbook

Author: Patrick J Moreo

The goals of the Front Office Operations and Auditing Workbook, Second Edition have evolved over the years. The workbook begins with exercises to provide the user with a clearer insight into front office and guest accounting and operations. This is accomplished by having the student begin by performing a simple, manual audit of the guest accounts receivable.

In the first section, the student performs an entire day's front office transactions before beginning the audit itself. The preliminary front office guest management part of the exercise should put front office accounting operations into cycled perspective.

The "computer" section of this book is designed to illustrate how front office operations flow from the manual foundation which we have laid in the context of an actual property management system. This section helps students understand that the primary goal is to provide guests with excellent, quick service and the hotel with accurate records.

In order to help provide tools for constant quality management and guest services, this latest edition contains an entirely new section on operational auditing in the front office and for guest services. This new section on front office operational auditing can serve many purposes. Most importantly, it aids the student in getting an overview of how the functions they read about in their textbook are actually applied and evaluated. With the addition of the operational auditing section, the Front Office Operations and Auditing Workbook, Second Edition goes well beyond traditional accounts receivable and income auditing.