Multimodal Metaphor
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Multimodal Metaphor
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Author : Charles Forceville
language : en
Publisher: Walter de Gruyter
Release Date : 2009
Multimodal Metaphor written by Charles Forceville and has been published by Walter de Gruyter this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with Language Arts & Disciplines categories.
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
Multimodal Metaphor And Metonymy In Advertising
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Author : Paula Pérez Sobrino
language : en
Publisher: John Benjamins Publishing Company
Release Date : 2017-12-15
Multimodal Metaphor And Metonymy In Advertising written by Paula Pérez Sobrino and has been published by John Benjamins Publishing Company this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-12-15 with Language Arts & Disciplines categories.
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.
Multimodality And Cognitive Linguistics
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Author : María Jesús Pinar Sanz
language : en
Publisher: John Benjamins Publishing Company
Release Date : 2015-10-15
Multimodality And Cognitive Linguistics written by María Jesús Pinar Sanz and has been published by John Benjamins Publishing Company this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-10-15 with Language Arts & Disciplines categories.
The aim of this volume is to advance our theoretical and empirical understanding of the relationship between Multimodality and Cognitive Linguistics. The innovative nature of the volume in relation to those existing in the field lies in the fact that it brings together contributions from three of the main approaches dealing with Multimodality – Cognitive Linguistics and multimodal metaphors (Forceville & Urios Aparisi, 2009), social semiotics and systemic functional grammar and multimodal interactional analysis (Jewitt, 2009) –highlighting the importance of multimodal resources, and showing the close relationship between this field of study and Cognitive Linguistics applied to a variety of genres –ranging from comics, films, cartoons, picturebooks or visuals in tapestry to name a few. Originally published in Review of Cognitive Linguistics Vol. 11:2 (2013).
Understanding Abstract Concepts Across Modes In Multimodal Discourse
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Author : Elżbieta Górska
language : en
Publisher: Routledge
Release Date : 2019-08-21
Understanding Abstract Concepts Across Modes In Multimodal Discourse written by Elżbieta Górska and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-08-21 with Language Arts & Disciplines categories.
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.
Current Approaches To Metaphor Analysis In Discourse
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Author : Ignasi Navarro i Ferrando
language : en
Publisher: Walter de Gruyter GmbH & Co KG
Release Date : 2019-09-02
Current Approaches To Metaphor Analysis In Discourse written by Ignasi Navarro i Ferrando and has been published by Walter de Gruyter GmbH & Co KG this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-09-02 with Language Arts & Disciplines categories.
This volume takes up the challenge of surveying the present state of a variety of approaches to the identification, analysis and interpretation of metaphor across communication channels, situational contexts, genres and social spheres. It reflects three foremost trends of present metaphor research, namely the communicative approach, the cognitive modelling approach and the multimodality approach. These trends are considered as areas of research emerging on the ground of the Conceptual Metaphor Theory, initiated by Lakoff. The book intends to show their concomitances as well as mark their diversifying paths. The aim is to bring about and make apparent the many connections among assumingly different trends stemming from CMT. Whereas discrepancies between communicative and conceptual perspectives might seem irredeemable, the book emphasizes and claims that the background framework of CMT provides a solid foundation for collaboration and mutual influence. Consequently, the analysis of metaphor usage in context may provide insights for cognitive modelling proposals. The analysis of cognitive configuration of conceptual domains may, in turn, illuminate our understanding of communicative decisions in discourse. The integration of multimodal metaphor analysis puts forward the idea that diverse modal manifestations of metaphor reveal the symbiosis between communicative and cognitive stances. The various subject areas and methodologies illuminate the scene of current research in the field. The poignant contributions open far reaching avenues into the realm of human thought and discourse.
Performing Metaphoric Creativity Across Modes And Contexts
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Author : Laura Hidalgo-Downing
language : en
Publisher: John Benjamins Publishing Company
Release Date : 2020-06-15
Performing Metaphoric Creativity Across Modes And Contexts written by Laura Hidalgo-Downing and has been published by John Benjamins Publishing Company this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-06-15 with Language Arts & Disciplines categories.
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.
Visual And Multimodal Communication
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Author : Charles Forceville
language : en
Publisher: Oxford University Press, USA
Release Date : 2020
Visual And Multimodal Communication written by Charles Forceville and has been published by Oxford University Press, USA this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020 with Language Arts & Disciplines categories.
"It is a truth universally acknowledged that visual information plays an ever greater role in modern communication. Undoubtedly, language remains our species' most sophisticated channel for exchanging information, but the verbal mode is increasingly complemented, sometimes even replaced, by other modes, among which the visual mode takes pride of place. Despite the fact that conveying information visually dates back to pre-historic times, accounting for visual communication in a scholarly viable manner remains difficult. One important reason for this is that while visuals (a broad term which in this book will be used to refer to all sorts of non-verbal information in static images, including not just pictures, but also for instance lay-out features, colors, typography, and motion/emotion lines in comics) usually have a structure, they do not have a grammar and vocabulary in the sense that language has. What complicates matters is that visuals are often accompanied by written language, for instance in the form of names, labels, captions, or tag lines, and it is this combination that is by far the most frequently studied variety of multimodal discourse. Insightful and programmatic work on visual and multimodal discourse has since the 1960s been done under the banner of semiotics, many of its more recent manifestations inspired by Hallidayan Systemic Functional Linguistics (SFL)."--
Pictorial Metaphor In Advertising
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Author : Charles Forceville
language : en
Publisher: Routledge
Release Date : 2002-01-22
Pictorial Metaphor In Advertising written by Charles Forceville and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-01-22 with Language Arts & Disciplines categories.
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.
Metaphor Wars
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Author : Raymond W. Gibbs
language : en
Publisher: Cambridge University Press
Release Date : 2017-05-04
Metaphor Wars written by Raymond W. Gibbs and has been published by Cambridge University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-05-04 with Language Arts & Disciplines categories.
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.
Critical Multimodal Studies Of Popular Discourse
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Author : Emilia Djonov
language : en
Publisher: Routledge
Release Date : 2013-09-23
Critical Multimodal Studies Of Popular Discourse written by Emilia Djonov and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-09-23 with Language Arts & Disciplines categories.
Studies of multimodality have significantly advanced our understanding of the potential of different semiotic resources—verbal, visual, aural, and kinetic—to make meaning and allow people to achieve various social purposes such as persuading, entertaining, and explaining. Yet little is known about the role that individual nonverbal resources and their interaction with language and with each other play in concealing and supporting, or drawing attention to and subverting, social boundaries and inequality, political or commercial agendas. This volume brings together contributions by rominent and emerging scholars that address this gap through the critical analysis of multimodality in popular culture texts and semiotic practices. It connects multimodal analysis to critical discourse analysis, demonstrating the value of different approaches to multimodality for building a better understanding of critical issues of central interest to discourse analysis, semiotics, applied linguistics, education, cultural and media studies.