Samantha graduated with a first class Bachelor of Arts degree in English Language (2017) and Master’s by Research degree in English Language and Applied Linguistics (2019) with a College of Arts and Law Master’s Level Scholarship at the University of Birmingham. Samantha’s Bachalor’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 explored the impact of colour and shape as visual figurative language in smartphone app icons. Samantha’s PhD entitled The creativity of figurative messaging in advertising: a collaborative investigation into its application and measurement of success in real-world advertising campaigns.
Samantha is working closely with Big Cat Marketing and Creative Advertising Agency to explore the notion of creativity in figurative messaging in advertising through the lens of linguistics and cognitive science. Figurative messaging involves conceptual and rhetorical devices such as metaphor, metonymy, hyperbole, and irony, iconicity, and sound symbolism. Samantha explores the use and impact of figurative messaging through a series of experiments and by observing performance in live advertising campaigns of social and not-for-profit organisations, charities, and trusts.