Literal and Non-Literal to Quickly

Literal and Non-Literal

To quickly find examples of the "literal" -- genuine or real meaning -- versus "non-literal" -- or words or expressions that convey significance beyond the primary meaning -- in advertising, a person just has to open the closest magazine with automobile advertisements or watch the latest TV show with car commercials.

Auto ads have long been associated with symbolism of life such as animals and nature. Many of the cars are named after animals or drawn to look like that animal. Many of the commercials on TV today show SUVs, Jeeps and similar vehicles in deserts, mountains, rivers and the like. The music or sounds of the animals go along with the visuals.

The literal meaning is that these cars can drive in all types of environments. They are sturdy and strongly built. There are several non-literal messages as well. Automobile manufacturers frequently use nature in their commercials and advertisements to suggest that the car is able to take the owners to exciting, out-of -- the ordinary locations throughout the world. These are places they have never seen before and where they can escape from the boring every day activities. With these cars, they can climb the highest mountains, go the remote deserts and drive along the ocean shores. Their Ford, Jeep, Chevy or Honda can take them anywhere they want to go in reality or their thoughts.

These ads and commercials also have the "male"/macho message -- especially when the beautiful woman is near or in the car. An individual who drives this car can not only go to remote places, but with the girl of his dreams. The car will do it all. Automobiles give freedom -- they are shown to speed around curves, brake in a second, climb up or rush down the steepest hills. The car is not literally to help someone get from one place to another, but rather a vehicle to satisfy inner hopes of success, power, status, romance and adventure.

Charles L. Barbee -- Videographer for Commercials

When I shot a pair of Honda commercials for Robert Elen & Associates, Advertising and James Kellahin Productions, we had two completely different looks designed by the Agency. One was a Redwood forest in Northern California, primarily in natural light and the other, called "Take it Away," was shot entirely in studio and was a lighting and mechanical effects challenge.