Multimodal metaphor and metonymy
Web2 apr. 2016 · ABSTRACT This article offers the first large-scale study of a multimodal corpus of 210 advertisements. First, the reader is presented with a description of the corpus in … WebKeywords: advertising, metaphor, metonymy, multimodality. 1. INTRODUCTION . Research on multimodal metaphor and metonymy has been, to date, supported by the qualitative analysis of case studies (cf. Forceville and Urios-Aparisi 2009 and references therein). Whereas these studies shed significant light on the workings of these two …
Multimodal metaphor and metonymy
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WebThis chapter discusses pictorial and multimodal equivalents of what in cognitive linguistics (CL) is called ‘metonymy’. CL has long focused almost exclusively on metaphor, which is defined as ‘understanding and experiencing one kind of thing in terms of another’ (Lakoff and Johnson, 1980, p. 5). According to CL, metaphor is central to ... Web1 ian. 2015 · The current article studies three clusters of multimodal metaphors and metonymies used as a vehicle to re-brand a new academic worldview, and defends the view that these carriers of thought are strong tools to build a new academic reality through changing current policies, practices, and mentalities. The article is structured as follows.
WebThe investigation of metaphor and metonymy has been a hallmark of Cognitive Linguistics ever since the early days of this approach to language. ... Another recent focus is the study of multimodal metaphors (e.g., Forceville & Urios-Aparisi 2009), which addresses the expression of metaphor across various modes of representation. This pluralism ... WebMetaphor. Metaphor is a term with a long history, notably within literary traditions where it is a literary ‘device’ whereby one object or process is described in terms of another for …
Web26 sept. 2024 · Experiencing multimodal rhetoric and argumentation in political advertisements: a study of how people respond to the rhetoric of multimodal communication Show details Hide details Jens Kjeldsen Aaron Hess Visual Communication Jun 2024 Restricted access Looking at picturebook covers multimodally: the case of two …
Web1 ian. 2015 · The current article studies three clusters of multimodal metaphors and metonymies used as a vehicle to re-brand a new academic worldview, and defends the view that these carriers of thought are strong tools to build a new academic reality through changing current policies, practices, and mentalities. The article is structured as follows.
WebThis paper offers the first large-scale study of a multimodal corpus of 210 advertisements. First, the reader is presented with a description of the corpus in terms of the distribution of conceptual operations (for the purposes of this work, metaphor and metonymy) and use of modal cues. Subsequently, the weight of mode and marketing strategy to ... easy crochet mitten patternWebMetaphor and Symbol: A Quarterly Journal is an innovative, multidisciplinary journal dedicated to the study of metaphor and other figurative devices in language (e.g., metonymy, irony) and other expressive forms (e.g., gesture and bodily actions, artworks, music, multimodal media). cup thing for periodWeb13 feb. 2015 · Like metaphor, metonymy presents an entity in terms of another entity. The difference lies in the nature of the two mappings. While a metaphor involves two conceptual domains, a metonymy involves just one. The image of the ad for Oregon wines (Fig. 8) instantiates a metonymy. cup thinkersWeb1 dec. 2024 · Video advertisements often involve metonymy and metaphor as major aspects of their structure. A complex multimodal ad's meaning, however, lies not just in individual metaphoric mappings or metonymic structures, but in the interrelationship between multiple mappings and mental spaces – that is, in the mental space network … easy crochet mitten pattern for beginnersWebWhat is Multimodal Metaphor. 1. A non-literal linguistic device using know domains to denote known or less known domains by applying verbal and pictorial notions. Learn … easy crochet mini purseWebMultimodal Metaphor and Metonymy in Advertising is organized into nine chapters. After an introductory chapter (Chapter 1) Pérez-Sobrino delves into existing theoretical models that explore multimodal meaning … cup thermoforming machineWebThis article starts by looking at the various ways metonymic and metaphoric thinking, as independent phenomena, organize text at discourse level. The literature on metaphor in discourse is classified under three broad categories, ‘metaphor clusters’, ‘metaphor chains’ and ‘extended metaphor’, while the less extensive body of research on metonymy in … easy crochet monkey pattern free