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Multimodal Metaphor And Metonymy In Advertising
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Book Synopsis Multimodal Metaphor and Metonymy in Advertising by : Paula Pérez Sobrino
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.
Book Synopsis Multimodal Metaphor by : Charles Forceville
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
Book Synopsis Unpacking Creativity by : Paula Pérez Sobrino
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 :Laura Hidalgo-Downing Publisher :John Benjamins Publishing Company ISBN 13 :9027261210 Total Pages :360 pages Book Rating :4.0/5 (272 download)
Book Synopsis Performing Metaphoric Creativity across Modes and Contexts by : Laura Hidalgo-Downing
Download or read book Performing Metaphoric Creativity across Modes and Contexts written by Laura Hidalgo-Downing and published by John Benjamins Publishing Company. This book was released on 2020-06-15 with total page 360 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.
Book Synopsis Metaphor and Metonymy revisited beyond the Contemporary Theory of Metaphor by : Francisco Gonzálvez-García
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).
Book Synopsis Pictorial Metaphor in Advertising by : Charles Forceville
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.
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.
Book Synopsis Understanding Abstract Concepts across Modes in Multimodal Discourse by : Elżbieta Górska
Download or read book Understanding Abstract Concepts across Modes in Multimodal Discourse written by Elżbieta Górska and published by Routledge. This book was released on 2019-08-21 with total page 102 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis The Multimodal Rhetoric of Humour in Saudi Media Cartoons by : Wejdan Alsadi
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.
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.
Book Synopsis The Routledge Handbook of Metaphor and Language by : Elena Semino
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.
Book Synopsis Taboo in Advertising by : Elsa Simões Lucas Freitas
Download or read book Taboo in Advertising written by Elsa Simões Lucas Freitas and published by John Benjamins Publishing. This book was released on 2008-07-09 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: Taboos are much more than just a synonym of ‘forbidden’. Proof of the concept’s complexity can be found in the way ads often try to hide the taboo inherent to their products or, conversely, in the way certain taboo readings are foregrounded on purpose in other ads. This volume shows why and how that happens, using print and television ads to exemplify (a) the elaborate strategies used by ads for certain products to cleverly hide the taboo inherent to them, and (b) the deliberate recourse to taboo references in ads for products that do not present any taboo connotation. The linguistic analysis undertaken takes into account the different modes (verbal language, music, sound effects, moving and static images) that convey meaning in ads. Taboo is very often conveyed or disguised through one of the channels while the others play the opposite role, thus achieving a balance that prevents the ad from being too obscure to be understood or too daring for the general public to accept it. For this comprehensive approach, concepts are drawn from different disciplines: textual and semiotic analysis from linguistics, theories of taboo from anthropology, and background to advertising from media studies.
Author :Frank Polzenhagen Publisher :Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften ISBN 13 :9783631647707 Total Pages :0 pages Book Rating :4.6/5 (477 download)
Book Synopsis Cognitive Explorations Into Metaphor and Metonymy by : Frank Polzenhagen
Download or read book Cognitive Explorations Into Metaphor and Metonymy written by Frank Polzenhagen and published by Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften. This book was released on 2014 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Meaning-Making and Political Campaign Advertising by : Dorothea Horst
Download or read book Meaning-Making and Political Campaign Advertising written by Dorothea Horst and published by ISSN. This book was released on 2020-07-06 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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
Book Synopsis The World Told and the World Shown by : Eija Ventola
Download or read book The World Told and the World Shown written by Eija Ventola and published by Springer. This book was released on 2009-10-29 with total page 293 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Multimodal Argumentation and Rhetoric in Media Genres by : Assimakis Tseronis
Download or read book Multimodal Argumentation and Rhetoric in Media Genres written by Assimakis Tseronis and published by John Benjamins Publishing Company. This book was released on 2017-12-15 with total page 313 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Advertising Language by : Keiko Tanaka
Download or read book Advertising Language written by Keiko Tanaka and published by Routledge. This book was released on 2005-07-05 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt: Keiko Tanaka offers an analysis of the linguistic devices that are used in advertisements, looking at the strategems which advertisers employ to gain and retain the attention of their audience. Using relevance theory as a framework, she sets out its key aspects and applies them to the language of written advertising in Britain and Japan. Particular emphasis is placed on `covert communication', puns and metaphors, and the book contains a unique chapter on images of women in Japanese advertising. It is fully illustrated throughout with recent contrasting advertisements drawn from the two countries. The book provides a compelling analysis of the language of advertising, and an exploration of Relevance Theory that will be of interest to scholars in many fields.
