Samantha Ford

• Masters by Research in English Language and Applied Linguistics, no corrections, July 2019, University of Birmingham
• Bachelors with Honours in English Language, first class, July 2017, University of Birmingham
• A Levels: English Literature (A*), English Language (B), Music (B), and Welsh Baccalaureate Advanced Diploma, July 2014, Monmouth Comprehensive School
• 11 GCSEs: A*-As including English Language (A*), English Literature (A), Mathematics (A), Statistics (A), and Merit in ICT Aida, July 2012, Monmouth Comprehensive School
  
  
• British Sign Language Level 1, Signature, August 2018
• Personal Skills Award Advanced, University of Birmingham, March 2017
• Grade 8 in practical music performance, ABRSM, July 2016

I am interested in the role of metaphor and metonymy as marketing tools used both online and offline, and their influence on consumer behaviour. I believe in collaborative and open access 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. I am a core member of the EMMA project that explores multimodal metaphor (and metonymy) in advertising (2018 to present). My previous research at the University of Birmingham has involved the investigation of the role of semiotics in the colour and shape of smartphone app icons for my MA by Research thesis (2019) and the use of multimodal metaphor and metonymy and their figurative complexity in mobile phone advertising for my BA dissertation (2017).

• Module tutor for BA Creative practice: Language, 2018/2019, University of Birmingham
• English Language and Linguistics Lab, 2017/2018, University of Birmingham
• ‘Apply yourself’ Peer Presenter 2017/2018, Careers Network, University of Birmingham
• Forward Thinking Outreach Mentor 2015/2016, Careers Network, University of Birmingham

I research figurative creativity and its use and effectiveness in advertising campaigns through the lens of linguistics and cognitive science. My PhD project is in collaboration with Big Cat Marketing and Creative Advertising Agency, funded by Midlands4Cities Arts and Humanities Research Council. Figurative creativity involves conceptual and rhetorical devices such as metaphor, metonymy, hyperbole, and irony, iconicity, and sound symbolism. Their use and effectiveness are measured through a series of experiments and by observing their performance in live advertising campaigns by social and not-for-profit organisations, charities, and trusts.

• Monograph (in progress) - Unpacking creativity: The role of figurative communication in advertising, also see publications
• Research Associate for Exploring Metaphor in Advertising (EMMA) project
• Papers in progress co-authored with Professor Jeannette Littlemore,  Dr Paula Pérez-Sobrino, Dr David Houghton, and Dr Bodo Winter (see publications)
• Member of Researching and Applying Metaphor

LinkedIn: linkedin.com/in/samanthaford473

Website: www.samantha-ford.weebly.com

Research papers given at conferences:

• Littlemore, J. & Ford, S., & Littlemore, J.(2020). Exploring multimodal metaphor and metonymy in advertising: Reflections on a collaboration between academics and creative practitioners. Researching and Applying Metaphor (RaAM), INN’s Faculty of Education, Hamar, Norway, 18^th -21^st June 2020. Oral presentation.
• Pérez-Sobrino, P. & Ford, S. (2020). What counts as a multimodal metaphor (and metonymy)? Evolution of inter-rater reliability and agreement within and across seven rounds of adverts annotation. Researching and Applying Metaphor (RaAM), INN’s Faculty of Education, Hamar, Norway, 18^th -21^st June 2020. Oral presentation.
• Ford, S., Winter, B., & Littlemore, J. (2019). The figurative visual language of virtual product design: The semiotics of colour and shape in smartphone app icons. Metaphor Festival, Universiteit van Amsterdam, Amsterdam, 27^th-30^th June 2018. Oral presentation.
• Ford, S. (2019).The visual language of virtual product design: The semiotics of colour and shape in smartphone app icons. Birmingham English Language Postgraduate Conference (BELP), University of Birmingham, UK, 6^th April 2019. Oral presentation.
• Ford, S., Pérez-Sobrino, P., & Winter, B. (2018). “Surf on 4-inch stilettos”: Multimodal Metaphor and Metonymy in Mobile Phone Advertising. Researching and Applying Metaphor (RaAM), Hong Kong Polytechnic University, Hong Kong, 27^th-30^th June 2018. Oral presentation.
• Ford, S. (2018). How companies communicate to consumers using the visual language of smartphone app design. Postgraduate Research Poster Conference, University of Birmingham, UK, 13^th June 2018. Poster presentation.
• Ford, S., Pérez-Sobrino, P., & Winter, B. (2018). “Surf on 4-inch stilettos”: Multimodal Metaphor and Metonymy in Mobile Phone Advertising. Birmingham English Language Postgraduate Conference (BELP), University of Birmingham, UK, 6^th April 2018. Oral presentation.
• Ford, S. (2017). How do likes and reactions operate as interpersonal politeness strategies when evaluating Facebook status updates posted in 2016?10th International Symposium of Politeness (SymPol10), York St. John University, York, UK, 12^th-14^th July 2017. Oral presentation by invitation.
• Ford, S. (2017). How do likes and reactions as interactional features posted on Facebook status updates posted in 2016 extend narrative evaluation? Undergraduate Linguistics Association of Britain (ULAB). Cambridge University, UK, 7^th-9^th April 2017. Oral presentation.

Research papers given at workshops and seminars:

• Ford, S. (2019). Exploring multimodal metaphor and metonymy: Research and reflections on collaboration between academics and practitioners. PG Tips, University of Birmingham, UK, 15^th October 2019. Oral presentation.
• Ford, S. (2018). “Surf on 4-inch stilettos”: Multimodal Metaphor and Metonymy in Mobile Phone Advertising. Figurative Language Workshop, University of Nottingham, UK, 9^th August 2018. Poster.
• Ford, S. (2018). “The blue-green simplicity of online communication”: How companies and consumers use design to convey and construe visual messages in communication and social smartphone apps. BAAL Language and New Media Seminar, Open University, Milton Keynes, UK, 19^th July 2018. Poster.

Invited talks:

• Ford, S. & Woodin, G.(2020). Metaphor in language and thought. English Language Conference for A Level English Language students, Worcester Racecourse, UK, 9^th March 2020. Guest co-speaker.
• Ford, S. (2019). Visual language in advertising: An academic and practitioner perspective. Birmingham Business School, Marketing BA lecture, University of Birmingham, UK, 30^th October 2019. Guest speaker.
  

Research grants:

• Midlands4Cities, Arts and Humanities Research Council, Engagement Fund, January 2020
• Midlands4Cities, Arts and Humanities Research Council, Collaborative Doctoral Award, October 2019-2023
• University of Birmingham, EMMA Project, February 2018-2020
• University of Birmingham, College of Arts and Law Master’s Level Scholarship, September 2017

Membership:

• ReproducibiliTEA Club (for Open Science) , April 2020 – Present
• Language and Cognition, University of Birmingham, October 2019 – Present
• Researching and Applying Metaphor (RaAM), January 2018 – Present