Multimodal Metaphor And Metonymy In Advertising

Author : Paula Pérez Sobrino
Publisher : John Benjamins Publishing Company
ISBN 13 : 9027264678
Total Pages : 242 pages
Book Rating : 4.71/5 ( download)

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Download or read book Multimodal Metaphor and Metonymy in Advertising written by Paula Pérez Sobrino and published by John Benjamins Publishing Company. This book was released on 2017-12-15 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Charles Forceville
Publisher : Walter de Gruyter
ISBN 13 : 3110205157
Total Pages : 487 pages
Book Rating : 4.52/5 ( download)

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Download or read book Multimodal Metaphor written by Charles Forceville and published by Walter de Gruyter. This book was released on 2009 with total page 487 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Paula Pérez Sobrino
Publisher : Cambridge University Press
ISBN 13 : 1108473539
Total Pages : 323 pages
Book Rating : 4.38/5 ( download)

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Download or read book Unpacking Creativity written by Paula Pérez Sobrino and published by Cambridge University Press. This book was released on 2021-09-02 with total page 323 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using evidence-based research, this book shows how to maximise the benefits of creative metaphor and metonymy in global advertising.

Author : Francisco Gonzálvez-García
Publisher : John Benjamins Publishing
ISBN 13 : 9027271178
Total Pages : 326 pages
Book Rating : 4.74/5 ( download)

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Download or read book Metaphor and Metonymy revisited beyond the Contemporary Theory of Metaphor written by Francisco Gonzálvez-García and published by John Benjamins Publishing. This book was released on 2013-10-30 with total page 326 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Charles Forceville
Publisher : Routledge
ISBN 13 : 1134663153
Total Pages : 248 pages
Book Rating : 4.56/5 ( download)

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Download or read book Pictorial Metaphor in Advertising written by Charles Forceville and published by Routledge. This book was released on 2002-01-22 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Jeannette Littlemore
Publisher : Cambridge University Press
ISBN 13 : 110704362X
Total Pages : 241 pages
Book Rating : 4.26/5 ( download)

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Download or read book Metonymy written by Jeannette Littlemore and published by Cambridge University Press. This book was released on 2015 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores metonymy in language, gesture, music, art and film, and discusses the challenges it presents in cross-cultural communication.

Author : Raymond W. Gibbs
Publisher : Cambridge University Press
ISBN 13 : 1107071143
Total Pages : 333 pages
Book Rating : 4.48/5 ( download)

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Download or read book Metaphor Wars written by Raymond W. Gibbs and published by Cambridge University Press. This book was released on 2017-05-04 with total page 333 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Laura Hidalgo-Downing
Publisher :
ISBN 13 : 9789027205520
Total Pages : 358 pages
Book Rating : 4.23/5 ( download)

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Download or read book Performing Metaphoric Creativity Across Modes and Contexts written by Laura Hidalgo-Downing and published by . This book was released on 2020-06-15 with total page 358 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Wejdan Alsadi
Publisher : Walter de Gruyter GmbH & Co KG
ISBN 13 : 150150990X
Total Pages : 186 pages
Book Rating : 4.02/5 ( download)

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Download or read book The Multimodal Rhetoric of Humour in Saudi Media Cartoons written by Wejdan Alsadi and published by Walter de Gruyter GmbH & Co KG. This book was released on 2021-02-22 with total page 186 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Author : Elena Semino
Publisher : Routledge
ISBN 13 : 1317374703
Total Pages : 765 pages
Book Rating : 4.01/5 ( download)

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Download or read book The Routledge Handbook of Metaphor and Language written by Elena Semino and published by Routledge. This book was released on 2016-11-03 with total page 765 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.