Multimodal Metaphor And Metonymy In Advertising

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Multimodal Metaphor and Metonymy in Advertising

Paula Pérez Sobrino
Multimodal Metaphor and Metonymy in Advertising Book PDF

Author : Paula Pérez Sobrino
Publisher : John Benjamins Publishing Company
Page : 242 pages
File Size : 55,9 Mb
Release : 2017-12-15
Category : Language Arts & Disciplines
ISBN : 9789027264671

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Multimodal Metaphor and Metonymy in Advertising by Paula Pérez Sobrino Pdf

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.

Multimodal Metaphor

Charles Forceville,Eduardo Urios-Aparisi
Multimodal Metaphor Book PDF

Author : Charles Forceville,Eduardo Urios-Aparisi
Publisher : Walter de Gruyter
Page : 487 pages
File Size : 46,8 Mb
Release : 2009
Category : Language Arts & Disciplines
ISBN : 9783110205152

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Multimodal Metaphor by Charles Forceville,Eduardo Urios-Aparisi Pdf

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

Unpacking Creativity

Paula Pérez Sobrino,Jeannette Littlemore,Samantha Ford
Unpacking Creativity Book PDF

Author : Paula Pérez Sobrino,Jeannette Littlemore,Samantha Ford
Publisher : Cambridge University Press
Page : 323 pages
File Size : 47,9 Mb
Release : 2021-09-02
Category : Language Arts & Disciplines
ISBN : 9781108473538

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Unpacking Creativity by Paula Pérez Sobrino,Jeannette Littlemore,Samantha Ford Pdf

Using evidence-based research, this book shows how to maximise the benefits of creative metaphor and metonymy in global advertising.

Performing Metaphoric Creativity across Modes and Contexts

Laura Hidalgo-Downing,Blanca Kraljevic Mujic
Performing Metaphoric Creativity across Modes and Contexts Book PDF

Author : Laura Hidalgo-Downing,Blanca Kraljevic Mujic
Publisher : John Benjamins Publishing Company
Page : 360 pages
File Size : 41,9 Mb
Release : 2020-06-15
Category : Language Arts & Disciplines
ISBN : 9789027261212

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Performing Metaphoric Creativity across Modes and Contexts by Laura Hidalgo-Downing,Blanca Kraljevic Mujic Pdf

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.

Metaphor and Metonymy revisited beyond the Contemporary Theory of Metaphor

Francisco Gonzálvez-García,María Sandra Peña Cervel,Lorena Pérez Hernández
Metaphor and Metonymy revisited beyond the Contemporary Theory of Metaphor Book PDF

Author : Francisco Gonzálvez-García,María Sandra Peña Cervel,Lorena Pérez Hernández
Publisher : John Benjamins Publishing
Page : 326 pages
File Size : 49,7 Mb
Release : 2013-10-30
Category : Language Arts & Disciplines
ISBN : 9789027271174

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Metaphor and Metonymy revisited beyond the Contemporary Theory of Metaphor by Francisco Gonzálvez-García,María Sandra Peña Cervel,Lorena Pérez Hernández Pdf

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).

Pictorial Metaphor in Advertising

Charles Forceville
Pictorial Metaphor in Advertising Book PDF

Author : Charles Forceville
Publisher : Routledge
Page : 248 pages
File Size : 55,8 Mb
Release : 2002-01-22
Category : Language Arts & Disciplines
ISBN : 9781134663156

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Pictorial Metaphor in Advertising by Charles Forceville Pdf

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.

Understanding Abstract Concepts across Modes in Multimodal Discourse

Elżbieta Górska
Understanding Abstract Concepts across Modes in Multimodal Discourse Book PDF

Author : Elżbieta Górska
Publisher : Routledge
Page : 102 pages
File Size : 52,7 Mb
Release : 2019-08-21
Category : Language Arts & Disciplines
ISBN : 9781000702781

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Understanding Abstract Concepts across Modes in Multimodal Discourse by Elżbieta Górska Pdf

This volume looks at spatialization of abstract concepts in verbo-pictorial aphorisms at work in the cartoons of a single artist. While extensive work has been done in studying spatialization of abstract concepts in grammar and lexicon within cognitive linguistics, this book is the first of its kind to provide a detailed account of such phenomena in multimodal discourse. The volume integrates a range of approaches from cognitive linguistics, including image schema theory, conceptual theory of metaphor, multimodal metaphor theory, the dynamic approach to metaphor, and a multimodal approach to metonymy, and applies this multi-faceted framework to a selection of cartoons from the work of Polish artist Janusz Kapusta. Taken together, these cartoons form the basis of two comprehensive case studies which explore the abstract concepts of "emotions" and "life," highlighting the ways in which cartoons can illustrate the important relationship between space, situated cognition, and language and in turn, a clear and systematic framework for establishing cohesive ties between the verbal and pictorial modes in multimodal cognitive linguistic research. The volume sheds new light on visual thinking and multimodal rendition of creative abstract thought.

Metaphor Wars

Raymond W. Gibbs
Metaphor Wars Book PDF

Author : Raymond W. Gibbs
Publisher : Cambridge University Press
Page : 333 pages
File Size : 54,7 Mb
Release : 2017-05-04
Category : Language Arts & Disciplines
ISBN : 9781107071148

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Metaphor Wars by Raymond W. Gibbs Pdf

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.

Metonymy

Jeannette Littlemore
Metonymy Book PDF

Author : Jeannette Littlemore
Publisher : Cambridge University Press
Page : 241 pages
File Size : 44,8 Mb
Release : 2015
Category : History
ISBN : 9781107043626

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Metonymy by Jeannette Littlemore Pdf

This book explores metonymy in language, gesture, music, art and film, and discusses the challenges it presents in cross-cultural communication.

The Routledge Handbook of Metaphor and Language

Elena Semino,Zsófia Demjén
The Routledge Handbook of Metaphor and Language Book PDF

Author : Elena Semino,Zsófia Demjén
Publisher : Routledge
Page : 765 pages
File Size : 55,6 Mb
Release : 2016-11-03
Category : Language Arts & Disciplines
ISBN : 9781317374701

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The Routledge Handbook of Metaphor and Language by Elena Semino,Zsófia Demjén Pdf

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.

The Multimodal Rhetoric of Humour in Saudi Media Cartoons

Wejdan Alsadi,Martin Howard
The Multimodal Rhetoric of Humour in Saudi Media Cartoons Book PDF

Author : Wejdan Alsadi,Martin Howard
Publisher : Walter de Gruyter GmbH & Co KG
Page : 186 pages
File Size : 48,6 Mb
Release : 2021-02-22
Category : Language Arts & Disciplines
ISBN : 9781501509902

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The Multimodal Rhetoric of Humour in Saudi Media Cartoons by Wejdan Alsadi,Martin Howard Pdf

Cartoons, as a form of humour and entertainment, are a social product which are revealing of different social and political practices that prevail in a society, humourised and satirised by the cartoonist. This book advances research on cartoons and humour in the Saudi context. It contributes to the growing multimodal research on non-interactional humour in the media that benefits from traditional theories of verbal humour. The study analyses the interaction between visual and verbal modes, highlighting the multimodal manifestations of the rhetorical devices frequently employed to create humour in English-language cartoons collected from the Saudi media. The multimodal analysis shows that the frequent rhetorical devices such as allusions, parody, metaphor, metonymy, juxtaposition, and exaggeration take a form which is woven between the visual and verbal modes, and which makes the production of humorous and satirical effect more unique and interesting. The analysis of the cartoons across various thematic categories further offers a window into contemporary Saudi society.

Cognitive Explorations Into Metaphor and Metonymy

Frank Polzenhagen,Zoltán Kövecses,Stefanie Vogelbacher,Sonja Kleinke
Cognitive Explorations Into Metaphor and Metonymy Book PDF

Author : Frank Polzenhagen,Zoltán Kövecses,Stefanie Vogelbacher,Sonja Kleinke
Publisher : Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
Page : 0 pages
File Size : 49,8 Mb
Release : 2014
Category : Cognitive grammar
ISBN : 3631647700

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Cognitive Explorations Into Metaphor and Metonymy by Frank Polzenhagen,Zoltán Kövecses,Stefanie Vogelbacher,Sonja Kleinke Pdf

This volume presents cognitive-linguistic studies on metaphor and metonymy. It includes papers with a theoretical scope and case studies. The topics range from emotion terms, political and scientific discourse, morphology, cross-cultural variation to internet communication. The authors use corpus-based, qualitative and discourse-analytic methods.

The World Told and the World Shown

Eija Ventola,Arsenio Jesús Moya Guijarro
The World Told and the World Shown Book PDF

Author : Eija Ventola,Arsenio Jesús Moya Guijarro
Publisher : Springer
Page : 293 pages
File Size : 41,7 Mb
Release : 2009-10-29
Category : Language Arts & Disciplines
ISBN : 9780230245341

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The World Told and the World Shown by Eija Ventola,Arsenio Jesús Moya Guijarro Pdf

Positioned within the field of linguistics and multisemiotic discourse analysis, the theme of this book is the multifaceted interaction between text and image in different discourse genres, and it offers critical views on how we talk and show our experience of the world around us.

Meaning-Making and Political Campaign Advertising

Dorothea Horst
Meaning Making and Political Campaign Advertising Book PDF

Author : Dorothea Horst
Publisher : ISSN
Page : 0 pages
File Size : 42,9 Mb
Release : 2020-07-06
Category : Design
ISBN : 3110709066

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Meaning-Making and Political Campaign Advertising by Dorothea Horst Pdf

Current research on multimodal and audiovisual metaphor has paid little attention to the media character of audiovisual images. Here is where the book develops an alternative position. Exploring the role of metaphor and metonymy in German and Polish

Multimodal Argumentation and Rhetoric in Media Genres

Assimakis Tseronis,Charles Forceville
Multimodal Argumentation and Rhetoric in Media Genres Book PDF

Author : Assimakis Tseronis,Charles Forceville
Publisher : John Benjamins Publishing Company
Page : 313 pages
File Size : 45,8 Mb
Release : 2017-12-15
Category : Language Arts & Disciplines
ISBN : 9789027264695

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Multimodal Argumentation and Rhetoric in Media Genres by Assimakis Tseronis,Charles Forceville Pdf

This collection advances the study of context-dependent characteristics of argumentative discourse by examining a variety of media genres in which text and image (and other semiotic modes) combine to create meaning. The chapters have been written by an international group of senior and junior scholars researching multimodal argumentation in the last two decades. In each chapter, a specific approach to argumentation and rhetoric is combined with insights from visual studies, metaphor theory, scientific visualization, cognitive science, semiotics, conversation analysis, or (documentary) film theory in order to explain how multimodal genres function argumentatively and rhetorically. Together the chapters present a state-of-the-art in the analysis of multimodal argumentation in such diverse genres as print advertisements, news photographs, scientific illustrations, political cartoons, documentaries, film trailers, political TV advertisements, public debates, and political speeches. The volume will be of interest to advanced students and scholars in argumentation studies, rhetoric, and multimodal communication.