Multimodal Metaphor And Metonymy In Advertising
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| Author | : Paula Pérez Sobrino |
| Publisher | : John Benjamins Publishing Company |
| Total Pages | : 242 |
| Release | : 2017-12-15 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 9027264678 |
Metaphor and metonymy appeal to us because they evoke mental images in unique but still recognisable ways. The potential for figurative thought exists in everyone, and it pervades our everyday social interactions. In particular, advertising offers countless opportunities to explore the way in which people think creatively through metaphor and metonymy. The thorough analysis of a corpus of 210 authentic printed advertisements shows the central role of multimodal metaphor, metonymy, and their patterns of interaction, at the heart of advertising campaigns. This book is the first in-depth research monograph to bring together qualitative and quantitative evidence of metaphor-metonymy combinations in real multimodal discourse. It combines detailed case study analyses with corpus-based analysis and psycholinguistic enquiry to provide the reader with a prismatic approach to the topic of figurative language in multimodal advertising. Besides its theoretical contribution to the field of multimodal figurative language, this monograph has a wide number of practical applications due to its focus on advertising and the communicative impact of creative messages on consumers. This book will pave the way for further qualitative and quantitative research on the ways in which figurative language shapes multimodal discourse, and how it relates to our everyday creative thinking.
| Author | : Paula Pérez Sobrino |
| Publisher | : Cambridge University Press |
| Total Pages | : 323 |
| Release | : 2021-09-02 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1108473539 |
Using evidence-based research, this book shows how to maximise the benefits of creative metaphor and metonymy in global advertising.
| Author | : Charles Forceville |
| Publisher | : Routledge |
| Total Pages | : 244 |
| Release | : 2002-01-22 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1134663153 |
Over the past few decades, research on metaphor has focused almost exclusively on its verbal and cognitive dimensions. In Pictorial Metaphor in Advertising, Charles Forceville argues that metaphor can also occur in pictures and draws on relevant studies from various disciplines to propose a model for the identification, classification, and analysis of 'pictorial metaphors'. By using insights taken from a range of linguistic, artistic and cognitive perspectives for example, interaction and relevance theory, Forceville shows not only how metaphor can occur in pictures, but also provides a framework within which these pictorial metaphors can be analyzed. The theoretical insights are applied to thirty advertisements and billboards of British, French, German and Dutch origin. Apart from substantiating the claim that it makes sense to talk about `pictorial metaphors', the detailed analyses of the advertisements suggest how metaphor theory can be employed as a tool in media studies. Context in its various manifestations plays a key role in the analyses. Furthermore, the results of a small-scale experiment shed light on where general agreement about the meaning of a pictorial metaphor can shade over into other more idiosyncratic but equally valid interpretations. The final chapter sketches the ways in which the insights gained can be used for further research.
| Author | : Charles Forceville |
| Publisher | : Walter de Gruyter |
| Total Pages | : 487 |
| Release | : 2009 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 3110205157 |
Metaphor pervades discourse and may govern how we think and act. But most studies only discuss its verbal varieties. This book examines metaphors drawing on combinations of visuals, language, gestures, sound, and music. Investigated texts include ad
| Author | : Francisco Gonzálvez-García |
| Publisher | : John Benjamins Publishing |
| Total Pages | : 326 |
| Release | : 2013-10-30 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 9027271178 |
The contributions in this volume go beyond the Contemporary Theory of Metaphor complementing it in a number of relevant ways. Some of the papers argue for a more dynamic, interdisciplinary approach to metaphor looking into it from semiotic, psychological and socio-cultural perspectives. Other contributions focus on the crucial role played by metaphor and metonymy in meaning construction at a discourse/textual level. Finally, the volume also includes proposals which revolve around the alleged universal nature of metaphorical mappings and their suitability to account for grammatical phenomena. The contributions in this volume display an ample gamut of theoretical approaches pointing to the viability of taking a functional-cognitive stance on the analysis of metaphor and metonymy in contrast to a purely cognitive one. This book is structured into three major sections: i) the Contemporary Theory of Metaphor: revisions and recent developments; ii) metaphor and/or metonymy across different discourse/genre types; and iii) the Contemporary Theory of Metaphor: current applications. Originally published in Review of Cognitive Linguistics 9:1 (2011).
| Author | : Raymond W. Gibbs |
| Publisher | : Cambridge University Press |
| Total Pages | : 333 |
| Release | : 2017-05-04 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1107071143 |
The study of metaphor is now firmly established as a central topic within cognitive science and the humanities. This book explores the critical role that conceptual metaphors play in language, thought, cultural and expressive actions. It evaluates the arguments and evidence for and against conceptual metaphors across academic disciplines.
| Author | : Jeannette Littlemore |
| Publisher | : Cambridge University Press |
| Total Pages | : 241 |
| Release | : 2015 |
| Genre | : History |
| ISBN | : 110704362X |
This book explores metonymy in language, gesture, music, art and film, and discusses the challenges it presents in cross-cultural communication.
| Author | : A. Jesús Moya-Guijarro |
| Publisher | : Routledge |
| Total Pages | : 311 |
| Release | : 2021-11-09 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1000456064 |
This collection offers a thorough treatment of the ways in which the verbal and visual semiotic modes interrelate toward promoting gender equality and social inclusion in children’s picture books. Drawing on cutting-edge theoretical work in multimodality, including multimodal cognitive linguistics, multimodal discourse analysis, and visual social semiotics, the book expands on descriptive-oriented studies to offer a more linguistically driven perspective on children’s picture books. The volume explores the choice afforded to and the lexico-semantic and discursive strategies employed by writers and illustrators in conveying representational, interpersonal, and textual meanings in the verbal and non-verbal components in these narratives in order to challenge gender stereotypes and promote the social inclusion of same-sex parent families. This book will be of particular interest to students and scholars in multimodality, discourse analysis, social semiotics, and children’s literature. Chapters 1 & 8 of this book are freely available as downloadable Open Access PDFs under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license available at http://www.taylorfrancis.com.
| Author | : Laura Hidalgo-Downing |
| Publisher | : |
| Total Pages | : 358 |
| Release | : 2020-06-15 |
| Genre | : |
| ISBN | : 9789027205520 |
The creative potentiality of metaphor is one of the central themes in research on creativity. The present volume offers a space for the interdisciplinary discussion of the relationship between metaphor and creativity by focusing on (re)contextualization across modes and socio-cultural contexts and on the performative dimension of creative discourse practices. The volume brings together insights from Conceptual Metaphor Theory, (Critical) Discourse approaches to metaphor and Multimodal discourse analysis. Creativity as a process is explored in how it emerges in the flow of experience when talking about or reacting to creative acts such as dance, painting or music, and in subjects' responses to advertisements in experimental studies. Creativity as product is explored by analyzing the choice, occurrence and patterning of creative metaphors in various types of (multimodal and multisensorial) discourses such as political cartoons, satire, films, children's storybooks, music and songs, videos, scientific discourse, architectural reviews and the performance of classical Indian rasa.
| Author | : Elena Semino |
| Publisher | : Routledge |
| Total Pages | : 765 |
| Release | : 2016-11-03 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1317374703 |
The Routledge Handbook of Metaphor and Language provides a comprehensive overview of state-of-the-art interdisciplinary research on metaphor and language. Featuring 35 chapters written by leading scholars from around the world, the volume takes a broad view of the field of metaphor and language, and brings together diverse and distinct theoretical and applied perspectives to cover six key areas: Theoretical approaches to metaphor and language, covering Conceptual Metaphor Theory, Relevance Theory, Blending Theory and Dynamical Systems Theory; Methodological approaches to metaphor and language, discussing ways of identifying metaphors in verbal texts, images and gestures, as well as the use of corpus linguistics; Formal variation in patterns of metaphor use across text types, historical periods and languages; Functional variation of metaphor, in contexts including educational, commercial, scientific and political discourse, as well as online trolling; The applications of metaphor for problem solving, in business, education, healthcare and conflict situations; Language, metaphor, and cognitive development, examining the processing and comprehension of metaphors. The Routledge Handbook of Language and Metaphor is a must-have survey of this key field, and is essential reading for those interested in language and metaphor.
