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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.
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 244 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 A Multimodal Approach to Challenging Gender Stereotypes in Children’s Picture Books by : A. Jesús Moya-Guijarro
Download or read book A Multimodal Approach to Challenging Gender Stereotypes in Children’s Picture Books written by A. Jesús Moya-Guijarro and published by Routledge. This book was released on 2021-11-09 with total page 311 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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. Chapters 1 & 8 of this book are freely available as downloadable Open Access PDFs under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license available at http://www.taylorfrancis.com.
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 . 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.
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.
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 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 198 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 :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.
Author :Ignasi Navarro i Ferrando Publisher :Walter de Gruyter GmbH & Co KG ISBN 13 :3110629461 Total Pages :387 pages Book Rating :4.1/5 (16 download)
Book Synopsis Current Approaches to Metaphor Analysis in Discourse by : Ignasi Navarro i Ferrando
Download or read book Current Approaches to Metaphor Analysis in Discourse written by Ignasi Navarro i Ferrando and published by Walter de Gruyter GmbH & Co KG. This book was released on 2019-09-02 with total page 387 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
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.
Book Synopsis Metaphor and Metonymy in the Digital Age by : Marianna Bolognesi
Download or read book Metaphor and Metonymy in the Digital Age written by Marianna Bolognesi and published by John Benjamins Publishing Company. This book was released on 2019-08-06 with total page 275 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book describes methods, risks, and challenges involved in the construction of metaphor and metonymy digital repositories. The first part of this volume showcases established and new projects around the world in which metaphors and metonymies are harvested and classified. The second part provides a series of cognitive linguistic studies focused on highlighting and discussing theoretical and methodological risks and challenges involved in building these digital resources. The volume is a result of an interdisciplinary collaboration between cognitive linguists, psychologists, and computational scientists supporting an overarching idea that metaphor and metonymy play a central role in human cognition, and that they are deeply entrenched in recurring patterns of bodily experience. Throughout the volume, a variety of methods are proposed to collect and analyze both conceptual metaphors and metonymies and their linguistic and visual expressions.
Book Synopsis Go Figure! New Directions in Advertising Rhetoric by : Edward F. McQuarrie
Download or read book Go Figure! New Directions in Advertising Rhetoric written by Edward F. McQuarrie and published by M.E. Sharpe. This book was released on 2008 with total page 330 pages. Available in PDF, EPUB and Kindle. Book excerpt: Rhetorical scholarship has found rich source material in the disciplines of advertising, communications research, and consumer behavior. Advertising, considered as a kind of communication, is distinguished by its focus on causing action. Its goal is not simply to communicate ideas, educate, or persuade, but to move a prospect closer to a purchase. The editors of "Go Figure! New Directions in Advertising Rhetoric" have been involved in developing the scholarship of advertising rhetoric for many years. In this volume they have assembled the most current and authoritative new perspectives on this topic. The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric. In the opening and closing chapters editors Ed McQuarrie and Barbara Phillips provide an integrative view of the current state of the art in advertising rhetoric
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.
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 303 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.
