Ms Samantha Ford

Ms Samantha Ford

Department of Marketing
Research Associate

Contact details

Birmingham Business School
Department of Marketing
Ash House
University of Birmingham
Edgbaston, Birmingham
B15 2TT

Samantha is a first class English Language BA graduate studying a Master’s by Research degree in English Language and Applied Linguistics at the University of Birmingham with a scholarship. Her research interests are figurative language, advertising, social media, and consumer behaviour. Samantha’s dissertation on the figurative complexity of multimodal metaphor and metonymy in mobile phone advertising received the Research Project Prize 2017 and her Master’s thesis is exploring the impact of colour and shape as a visual, figurative language in smartphone app logos. Samantha works as a Research Associate on a collaborative project with Professor Jeannette Littlemore, Dr David Houghton, Dr Paula Pérez-Sobrino, and Big Cat Advertising Agency investigating the effectiveness and creativity of figurative messaging in advertising campaigns.


English Language BA (Hons), July 2017


Samantha joined the Birmingham Business School as a Research Associate in September 2018. She is particularly interested in the role of metaphor and metonymy as marketing tools used both online and offline, and their influence on consumer behaviour. Samantha believes in collaborative research that combines cross-disciplinary expertise with practitioner experience to gain an informed insight into how figurative and conceptual devices such as metaphor and metonymy may be harnessed to improve our understanding, communication, and positive impact on society through ethical and effective marketing campaigns.


Module tutor for BA Creative Practice: Language


Research interests

  • Figurative language
  • Metaphor
  • Metonymy
  • Multimodality
  • Advertising/marketing
  • Social media
  • Consumer behaviour

Current projects

Littlemore, J.; Houghton, D.; Pérez-Sobrino, P.; Ford, S.; & Big Cat Advertising Agency (in preparation) Applying Figurative Theory to Advertising Campaigns: A Collaboration Between Academics and Advertising Agency

Ford, S.; Pérez-Sobrino, P.; & Winter, B. (in preparation) Multimodal Metaphor and Metonymy and the Figurative Complexity of Mobile Phone Advertising: A Comparison Between Mobile Phone Manufacturer and Network Provider Advertisements

Pérez-Sobrino, P. & Ford, S. (in preparation) Identifying Multimodal Metaphor in Advertising

Other activities

Professional memberships:

  • Researching and Applying Metaphor (RaAM) since January 2018
  • British Association of Applied Linguistics (BAAL) since December 2016