Jacobson believes that metaphor and metonymy are two basic ways to spread meaning. He insists that the metaphorical model has the characteristics of poetry. It also has the characteristics of advertising, in which the imagination comes from known cultural myths and the characteristics of myths are transformed into unknown products. The wild west has become a metaphor for a cigarette brand, and the bright sunshine in San Francisco has become a metaphor for a cosmetics brand.
Metaphors operate in an associative way-that is, they embed the unknown into a new associative word sequence, from which the unknown obtains some new meanings. In this metaphor, the word "sailing" is embedded in the associative word order of "the way to separate real things" as something that has not been said but belongs to the unknown, and is juxtaposed with the words such as cutting, tearing, sawing, cutting, tearing and tearing. Readers exchange the general characteristics of this associative word sequence with the specific characteristics of the item "plow" selected from it through imaginary behavior, thus giving the unknown term "navigation" new meaning.
Therefore, metaphor needs an active and imaginative decoding behavior: readers must find out which features can be meaningfully transformed. This kind of active involvement of recipients is exactly what poets and advertisers are pursuing. Poets hope that decoding activities can provide the same imagination program as coding, and advertisers hope that this cooperative behavior they expect will make the recipients more susceptible to the rhetoric of product advertisements.
Simile is a metaphor that presents both the known and the unknown: "The car runs along the road like a beetle rushing across the ground." Advertising and visual metaphor are more like similes. They usually explain the unknown and the known at the same time. Implicitly inclined to play a role in the way of association-a photo of a thatched farmhouse with warm color and soft focus implicitly expresses nostalgia. Light is visually equivalent to a literal metaphor of "looking through rose-colored lenses", while soft focus is a gentle metaphor.
Metonymy is to use a part or a factor of something to represent its whole. According to Jacobson's theory, metonymy and metaphor are two basic ways to convey meaning. He pointed out that metonymy is a typical model of novels, especially realistic novels. In a realistic police film, the scene of the plot is metonymy, which represents the whole city, and our view of the city changes with the choice of various metonymies. Whether new york or London is dirty, dark, decadent and full of criminals, or it is suitable for the bustling scene of large-scale commercial activities depends on what you choose as a substitute.
News is metonymic: a reported event is regarded as a representative of the whole reality, and it is only a part of this reality. Two or three strikers on the picket line are synonymous with trade union power in disputes; The soldiers in Belfast Street are the metonymy of the British garrison in Northern Ireland. The defense line composed of riot police holding shields is a metonymy of public security coercion relative to anarchy of the whole people.
Metonymy exists according to the relationship between sentences. If a person's words are not finished and the remaining sentences are still hanging in the air, then we can construct its remaining meaning. Similarly, we can construct the rest of the story from a given part in logical order. However, metonymy often works in a hidden way. Metaphor attracts people's attention to itself through its artificial state and the imagination needed to decode it. Metonymy seems natural and easy to be taken for granted, which makes people unaware that another metonymy may give the same whole a completely different picture. Although a violent strike and a cold strike are both part of the picket line, they may represent different metonymies.
Myths often operate in metonymy. A metonymy leads us to construct the whole to which it belongs, and an imagination leads to a series of concepts in the same way.
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