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.
Visual Metaphor
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Author : Gerard J. Steen
language : en
Publisher: John Benjamins Publishing Company
Release Date : 2018-12-15
Visual Metaphor written by Gerard J. Steen 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 2018-12-15 with Language Arts & Disciplines categories.
Metaphor has recently been reconceptualised as a fundamental part of the human conceptual system. It can hence be expressed in language but also in other modalities and media of communication, including gesture and body language, sound and music, and film and visuals. In spite of this theoretical landslide, however, the wide range of nonverbal metaphor and its processing has neither been empirically investigated on the same scale nor with the same rigour as metaphor in language. The overarching goal of this book is to report on the findings of a research program aimed at exploiting the vast cognitive linguistic and psycholinguistic expertise on metaphor in language for a new, behaviourally founded approach to the structure and processes of metaphor in one of these nonverbal manifestations, namely static visuals. The book presents concepts and methods for the identification and analysis of metaphor in document structure as well as new approaches to the study of visual metaphor processing. Its results are intended to further the development of an encompassing and robust cognitive-scientific theory of metaphor by including visual metaphor while also enriching our understanding of the communicative possibilities and effects of visual metaphor in multimodal discourse.
Approaches To Multimodality
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Author :
language : en
Publisher: BRILL
Release Date : 2024-06-11
Approaches To Multimodality written by and has been published by BRILL this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-06-11 with Language Arts & Disciplines categories.
This volume transcends boundaries, captivating multimodality scholars worldwide while offering invaluable non-"Anglo" perspectives through its main focus on Lithuanian public discourse. Discover the interaction between multimodal communication and (sub)cultural influences in political, advertising, and film discourse. This volume is a vade mecum for scholars and students of visual and multimodal stylistics, rhetoric, and creativity across diverse media, professionals specialising in advertisements, commercials, films etc. Discover original insights that encourage intercultural comparative research, emphasising the role of cultural context in multimodality.
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.
The Multimodal Rhetoric Of Humour In Saudi Media Cartoons
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Author : Wejdan Alsadi
language : en
Publisher: Walter de Gruyter GmbH & Co KG
Release Date : 2021-02-22
The Multimodal Rhetoric Of Humour In Saudi Media Cartoons written by Wejdan Alsadi 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 2021-02-22 with Language Arts & Disciplines categories.
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.
Metaphor
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Author : Zoltan Kovecses
language : en
Publisher: Oxford University Press
Release Date : 2010-03-12
Metaphor written by Zoltan Kovecses and has been published by Oxford University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-03-12 with Language Arts & Disciplines categories.
Combining up-to-date scholarship with clear and accessible language and helpful exercises, Metaphor: A Practical Introduction is an invaluable resource for all readers interested in metaphor. This second edition includes two new chapters--on 'metaphors in discourse' and 'metaphor and emotion' --along with new exercises, responses to criticism and recent developments in the field, and revised student exercises, tables, and figures.
The Routledge Handbook Of Metaphor And Language
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Author : Elena Semino
language : en
Publisher: Taylor & Francis
Release Date : 2016-11-03
The Routledge Handbook Of Metaphor And Language written by Elena Semino and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-11-03 with Foreign Language Study categories.
The Routledge Handbook of Language and Metaphor provides a comprehensive overview of state-of-the-art interdisciplinary research on metaphor and language, and maps out future directions of research and practice in a variety of contexts in this field.
Metaphor Studies Theories Methods Approaches And Future Perspectives
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Author : Ilaria Rizzato
language : en
Publisher: Frontiers Media SA
Release Date : 2024-12-12
Metaphor Studies Theories Methods Approaches And Future Perspectives written by Ilaria Rizzato and has been published by Frontiers Media SA this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-12-12 with Science categories.
Metaphor has been studied as a linguistic, conceptual, and communicative phenomenon in a wide range of disciplines, including linguistics, literary studies, philosophy, education, political science, media studies, communication science, psychology, and neurosciences. While the Cognitive Theory of Metaphor has dominated the field since the “cognitive turn” in the 1980s, alternatives have been proposed, including the Neural Theory of Metaphor, the Relevance Theory Approach, the Complex Systems Approach, and the Dynamic Systems Approach. Though studies are still often text-based, there is a growing body of research on visual metaphor, multimodal metaphor, and gestural metaphor, as well as experimental research ranging from studies on metaphor processing and comprehension to studies in NLP and machine learning. Metaphor Studies is thus a highly interdisciplinary field that encompasses a myriad of theories, approaches, and methods. In current metaphor research, each of these strands is facing new challenges and offering new venues of cutting-edge research using state-of-the-art technologies. Researchers tend to focus on their own research areas and provide in-depth views within the scope of their own disciplines. Metaphor Studies do not seem to escape this phenomenon, in spite of the large number of disciplines they draw on, ranging from linguistics to psychology to the theory of science. Hence, there seem to be little cooperation and communication across different fields, methods, and approaches, having metaphors and figurative language as their main object of investigation. This Research Topic aims to promote cross-fertilization among the many research areas involved in Metaphor Studies, thus bringing together different methods and perspectives, and offering a comprehensive overview of the possible research scenarios
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).