Surrealistic Metaphors in Campaigns to Drive Marine Environmental and Coastal Resource Issues

Abstract

        This study aims to explore the construction of meaning, creative elements, core imagination, and guidelines for aligning creative elements with core imagination in campaign images that employ Surrealist metaphors, disseminated via online media between 2015-2024. A mixed-methods approach was used, including textual analysis of 15 images, repertory grid interviews with 15 experts, focus group with 24 university students from 4 universities.

        The findings reveal key aspects of meaning construction, including the creation of new terms, use of figurative imagery, pictorial metaphors, visual personification, intertextuality, directionless lighting, hyperreal color tones, and absence of spatial dimension and depth. Seven main creative elements emerged: transformation of signs, implosion of meaning, emotional arousal through loss-related content, pictorial metaphors, intertextuality, linking reasoning to behavior, and creation of implicit meaning. Five core imagination themes were identified: adaptation of living organisms, environmental pollution issues, death and catastrophe, personal experiences, and campaign activities. The study also proposes guidelines for applying creative elements to these themes. For example, transformation of signs aligns with adaptation of living organisms; emotional arousal through loss-related content suits environmental pollution issues and death and catastrophe; intertextuality corresponds with personal experiences; and implosion of meaning supports campaign activities.