Multimodal Metaphor And Metonymy In Advertising
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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.
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
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.
Unpacking Creativity
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Author : Paula Pérez Sobrino
language : en
Publisher: Cambridge University Press
Release Date : 2025-04-10
Unpacking Creativity written by Paula Pérez Sobrino 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 2025-04-10 with Language Arts & Disciplines categories.
Figurative communication (the use of metaphor, metonymy, hyperbole and irony) provides economy of expression, clarity, persuasiveness, politeness, evaluation, and communication of emotions. However, it also increases the potential for misunderstanding in situations when people lack shared background knowledge. This book combines theoretical frameworks with empirical studies that measure the effectiveness of different approaches to the use of figurative language in advertisements, to show how to maximise the benefits of creative metaphor and metonymy in global advertising. It highlights how subtle differences in colour, layout, and combinations of different kinds of figurative language affect the reception and appreciation of creative advertising, shedding new light on the nature of figurative communication itself. With a balance between theory, experiments and practical case studies, this book is accessible for academics in linguistics and communication studies, as well as advertising and marketing professionals.
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.
A Multimodal Approach To Challenging Gender Stereotypes In Children S Picture Books
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Author : A. Jesús Moya-Guijarro
language : en
Publisher: Routledge
Release Date : 2021
A Multimodal Approach To Challenging Gender Stereotypes In Children S Picture Books written by A. Jesús Moya-Guijarro and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021 with Language Arts & Disciplines categories.
"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"--
Cognitive Explorations Into Metaphor And Metonymy
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Author : Frank Polzenhagen
language : en
Publisher: Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
Release Date : 2014
Cognitive Explorations Into Metaphor And Metonymy written by Frank Polzenhagen and has been published by Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014 with Cognitive grammar categories.
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 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.
Metaphors In The Mind
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Author : Jeannette Littlemore
language : en
Publisher: Cambridge University Press
Release Date : 2019-08-15
Metaphors In The Mind written by Jeannette Littlemore 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 2019-08-15 with Language Arts & Disciplines categories.
Explores the physical, psychological and social factors that shape the way in which people engage with embodied metaphor, including, for example, the shape of one's body, age, gender, physical or linguistic impairments, ideology and religious beliefs. It will appeal to students and researchers in cognitive linguistics and cognitive psychology.
Multimodal Argumentation And Rhetoric In Media Genres
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Author : Assimakis Tseronis
language : en
Publisher: John Benjamins Publishing Company
Release Date : 2017-12-15
Multimodal Argumentation And Rhetoric In Media Genres written by Assimakis Tseronis 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.
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.