Paula Pérez-Sobrino | University of la Rioja (original) (raw)
Research monographs by Paula Pérez-Sobrino
https://linguistlist.org/issues/29/29-3293.html
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Within Construction Grammar, this volume moves away from a compartmentalized view of construction... more Within Construction Grammar, this volume moves away from a compartmentalized view of
constructions with the aim of providing a more holistic description of grammar. Thus, the book brings together analyses that look at constructional families within the “constructicon” of such languages as English, Spanish, German, Polish, Croatian, and Hungarian. Part 1 focuses on how different analytical perspectives may be applied to comparable and/or connected con-
structions with a view to enhancing our understanding of their similarities, differences, and relations. Part 2 contributes to the state of the art in Construction Grammar in three ways: (i) by reconciling aspects of various constructionist analyses; (ii) by determining to what extent com-
peting constructionist perspectives can offer more adequate approaches to specific analytical needs; and (iii) by challenging central assumptions within Construction Grammar. This book is expected to encourage further research into the anatomy of constructional families and their interrelations in all domains of constructional organization.
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Bookmarks Related papers MentionsView impact
Metaphor and metonymy appeal to us because they evoke mental images in unique but still recognisa... more 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.
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Research papers (peer-reviewed) by Paula Pérez-Sobrino
To date, research in advertising has focussed almost exclusively on metaphor, with linguists and ... more To date, research in advertising has focussed almost exclusively on metaphor, with linguists and marketing scholars paying very little attention to alternative types of figurative expression. Beyond the finding that metaphor leads to an increased appreciation of advertisements, there has been surprisingly little research into how consumer response is affected by metonymy, or by metaphor–metonymy interactions. In this article, we present findings from a study that investigated the depth to which participants (n = 90) from a range of cultural and linguistic backgrounds (the UK, Spain, and China) were found to process 30 real-world adverts featuring creative metaphor and metonymy in multimodal format. We focus on the cross-cultural variation in terms of time taken to process, appreciation and perceived effectiveness of adverts, and on individual differences explained by different levels of need for cognition. We found significant variation in the understanding of advertisements containing metaphor, metonymy, and combinations of the two, between subjects and across nationalities in terms of (i) processing time, (ii) overall appeal, and (iii) the way in which participants interpreted the advertisements.
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Computers are now able to automatically generate metaphors, but some automatically-generated meta... more Computers are now able to automatically generate metaphors, but some automatically-generated metaphors are more well-received than others. In this paper, we showed participants a series of 'A is B' type metaphors that were either generated by humans or taken from the Twitter account '@Metaphorismybusiness', which is linked to a fully automated metaphor generator. We used these metaphors to assess linguistic factors that drive metaphor appreciation and understanding, including the role of novelty, word frequency, concreteness and emotional valence of the topic and vehicle terms. We additionally assessed how these metaphors were understood in three languages, including English, Spanish and Mandarin Chinese, and whether participants thought they had been generated by a human or a computer. We found that meaningfulness, appreciation, speed in finding meaning and humanness ratings were reliably correlated with each other in all three languages, which we interpret to indicate a more general property of 'metaphor quality'. We furthermore found that in all three languages, conventional metaphors and those that contained an 'optimal' (intermediate) degree of novelty were more likely to be perceived to be of higher quality than those that were extremely creative. Further analysis of the English data alone revealed that those metaphors that contained negatively valenced vehicle words and infrequent vehicle terms (in comparison with the topic terms) were more likely to be considered high-quality metaphors. We discuss the implications of these findings for the (improvement of) automatic generation of metaphor by computers, for the persuasive function of metaphor, and for theories of metaphor understanding more generally.
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In this chapter we tentatively propose a number of principles on which to build a sound methodolo... more In this chapter we tentatively propose a number of principles on which
to build a sound methodology for metaphor research in non-verbal
contexts. This is an initial set of recommendations, which we hope will be
refined as work in this area progresses. In order to formulate these
principles, we draw on our experience with three corpus-based studies that
we conducted into multimodal metaphor and other figurative operations in
advertising, reflecting on the operational decisions that we made during
these studies. Our aim is to suggest ways in which metaphor scholars
interested in multimodality can better deal with (a) the establishment of a
protocol for the identification of metaphor and other figurative operations,
(b) the compilation of a representative and diverse corpus of real
examples, (c) the issue of inter-rater reliability, and (d) the potential
contributions of manual annotation software programs. Although verbal
and multimodal metaphor do resemble each other to some extent, we hold
(in line with Forceville 1996 and 2009) that the different affordances
offered by the visual mode mean that a different set of analytical resources
and methodological tools is required to study non-verbal metaphor.
Bookmarks Related papers MentionsView impact
This paper offers the first large-scale study of a multimodal corpus of 210 advertisements. First... more This 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 trigger more or less amounts of conceptual complexity is analysed. This corpus-based survey is complemented with the qualitative analysis of three novel metaphor-metonymy interactions that stem from the data and that have not yet been surveyed in multimodal use. The results show that metaphtonymy (a metaphor-metonymy compound) is the most frequent conceptual operation in the corpus; that there is a significant effect of the use of modes in the activation of different amounts of conceptual complexity; and that the type of advertised product and the marketing strategy has no significant effect on the number and complexity of conceptual mappings in the advertisement.
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![Research paper thumbnail of Shockvertising: patterns of conceptual interaction constraining advertising creativity. Círculo de Linguística Aplicada a la Comunicación 62 [JCR2013: 0.261].](https://attachments.academia-assets.com/37919635/thumbnails/1.jpg)
](This paper explores the conceptual scaffolding of six shockvertisements raising awareness on envi... more This paper explores the conceptual scaffolding of six shockvertisements raising awareness on environmental preservation. The analysis shows that advertisers make use of a finite set of cognitive operations (metaphor in interaction with metonymy) to downgrade people through the attribution of animal or plant characteristics and to enhance animals and plants through the opposite process. The simple and universal nature of these mappings, in which 'defenselessness' emerges as the quintessential attribute common to people, animals, and plants, assures advertisers that their message will be interpreted straightforwardly and almost effortlessly by viewers of different countries and cultural backgrounds (yet with some variation in the degree of communicative impact).
KEYWORDS: metaphor, metonymy, multimodality, shockvertising.
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This article aims to provide a corpus-based evidence of (a) the ubiquitous presence of metaphors ... more This article aims to provide a corpus-based evidence of (a) the ubiquitous presence of metaphors in verbal discourse about classical music and (b) the embodied basis of metaphors for musical motion. We analyzed authentic examples extracted from a 5,000-word corpus of texts taken from peer-re- viewed music academic journals. We applied a systematic method to identify metaphor-related words (Metaphor Identification Procedure Vrije Universiteit Amsterdam [MIPVU]; Steen, Dorst, Herrmann, Kaal, Krennmayer, & Pasma, 2010) and to label conceptual metaphors (Babarczy, Bencze, Fekele, & Simon, 2010) that reduces the analyst’s bias in the identification of metaphors. Our main findings are: (a) the presence of metaphors in academic discourse on music (29%) is significantly higher than in academic discourse in general (19%; Steen, Dorst, Herrmann, Kaal, Krennmayer, & Pasma, 2010); (b) most of the identified metaphors to describe musical motion are correlational metaphors (Grady, 1999); and (c) metaphors for musical motion are structured in the same way as the metaphors that make up Lakoff’s (1993) Event Structure Metaphor, thus giving rise to the Musical Event Structure Metaphor.
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Este artículo busca demostrar que las inferencias derivadas de entornos multimodales, como el pub... more Este artículo busca demostrar que las inferencias derivadas de entornos multimodales, como el publicitario, pueden
ser dirigidas y constreñidas por un conjunto finito de
operaciones cognitivas (en este caso, metáfora en
interacción con metonimia). Se exploran varias estrategias
de construcción de significado en ejemplos de
publicidad impresa, en los que se analizan cuatro
cuestiones concretas: (1) ¿cómo contribuye la interacción
entre el modo visual y el textual a la identificación
de la metáfora y/o la metonimia?; (2) ¿cómo
interaccionan la metáfora y la metonimia?; (3) ¿de
qué modo esta interacción pauta la interpretación del
anuncio?; y (4) ¿de qué forma este complejo conceptual
multimodal refuerza y expande el impacto comunicativo
del anuncio? Estos procesos de (re)construcción
de significado en contextos multimodales son:
metonimia, complejo metonímico, metáfora, metaftonimia
y amalgama metafórica. Los creativos publicitarios
recurren a menudo a estos mecanismos de forma
aleatoria e inconsciente. Sin embargo, la incorporación
consciente de estas operaciones en las rutinas
publicitarias puede ayudar a los anunciantes a lanzar
campañas más efectivas y a controlar la forma en
que sus audiencias interpretan los mensajes publicitarios;
y a los documentalistas a analizar y representar
el contenido de los anuncios con más eficacia.
Bookmarks Related papers MentionsView impact
This article aims to provide a corpus-based evidence of (a) the ubiquitous presence of metaphors ... more This article aims to provide a corpus-based evidence of (a) the ubiquitous presence of metaphors in verbal discourse about classical music and (b) the embodied basis of metaphors for musical motion.
We analyzed authentic examples extracted from a 5,000-word corpus of texts taken from peer-reviewed music academic journals.We applied a systematic method to identify metaphor-related words (Metaphor Identification Procedure Vrije Universiteit Amsterdam [MIPVU]; Steen, Dorst, Herrmann, Kaal, Krennmayer, & Pasma, 2010) and to label conceptual metaphors (Babarczy, Bencze, Fekele, & Simon, 2010) that reduces the analyst’s bias in the identification of metaphors. Our main findings are: (a) the presence of metaphors in academic discourse on music (29%) is significantly higher than in academic discourse in general (19%; Steen, Dorst, Herrmann, Kaal, Krennmayer, & Pasma, 2010);
(b) most of the identified metaphors to describe musical motion are correlational metaphors (Grady, 1999); and (c) metaphors for musical motion are structured in the same way as the metaphors that make up Lakoff’s (1993) Event Structure Metaphor, thus giving rise to the Musical Event Structure Metaphor.
Bookmarks Related papers MentionsView impact
Journal of Pragmatics 70 (2014): 130-151, 2014
In this paper I explore the workings of meaning (re)construction strategies in programmatic music... more In this paper I explore the workings of meaning (re)construction strategies in programmatic musical works, where the music stands for a broader extra-musical narration. The analysis of ten fragments of classical and contemporary music involving text and music reveals that conceptual disintegration in connection to metonymy emerges as a crucial tool for meaning (re)construction in programmatic music. The results of the analysis present four major contributions to the field. First, this paper holds for the complementariness of networks of conceptual disintegration and metonymic mappings in order to convincingly account for conceptual disintegration as a product (i.e., the multimodal expression) and as a process (i.e., the conceptual operation). Second, concerning the product, this paper provides a theoretical categorization of conceptual disintegration in terms of the “degree of disintegration” and “degree of subsidiarity” between the represented part and the whole conceptual package. Third, concerning the process, this work claims that metonymy arises as powerful analytical tool because it counts on a higher degree of constraint than blends. A view from Conceptual Metonymy Theory allows us to expand the inventory of possible meaning reconstruction processes in multimodal use: metonymic echoing, metaphtonymy, metonymic cueing, source-in-target metonymies and multiple source-in-target metonymies. Fourth, this paper deals with musical and verbomusical examples, largely unexplored in cognitive-linguistic studies.
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VIAL 11. 137-168. [JCR2012: 0. 0.385; ERIH: INT2], 2014
This work explores the net of conceptual mechanisms structuring musical understanding. Classical ... more This work explores the net of conceptual mechanisms structuring musical understanding. Classical music has been mainly approached in Cognitive Linguistics from the perspective of Conceptual Blending Theory (CBT). However, this article
claims that CBT offers an insufficient explanation of multimodal phenomena since (a) it does not specify the degree of integration between inputs or (b) the principles regulating the integration. In order to fill these theoretical gaps, this article offers a
twofold analysis of two case studies of program classical music, musical compositions intended to evoke images or remind the listener of events. First, I analyze the network of conceptual integration patterns structuring their multimodal expression. For that purpose, I introduce the Multimodal Conceptual lntegration Model (MCIM). Second, I address the patterns of conceptual interaction between metaphor and metonymy. The results of the analysis expand previous research on multimodal metaphor, including metaphoric amalgams and different patterns of interaction between metaphor and metonymy.
Bookmarks Related papers MentionsView impact
Metaphor and the Social World 4 (1). 138-146., 2014
Bookmarks Related papers MentionsView impact
Text & Talk 33 (2): 233-258. [JCR2012: 0.397; ERIH: INT1], 2013
Research on metaphor has consistently proven that metaphors always involve a degree of perspectiv... more Research on metaphor has consistently proven that metaphors always involve a degree of perspectivation, where certain features are highlighted while others remain obscured (Lakoff and Johnson 1980: 153). The awareness of this partial mapping is crucial for the construction and reproduction of ideology. Specifically, this study claims that the nation is a person metaphor plays a crucial role in the mass media coverage of conflicts. Through a thorough analysis of a corpus of 17 articles from The New York Times reporting on the Iranian Green Revolution (June 2009), this paper intends to unravel the extent to which both tropes allow the inclusion of the Iranian protesters into the Western “Friendly Us” while rejecting the Iranian government as an “Evil Them.” This work is theoretically framed within critical metaphor analysis (Charteris-Black 2004), a fruitful intersection between critical discourse analysis (Van Dijk 2001) and conceptual metaphor
theory (Lakoff and Johnson 1980). The synthesis of the results shows evidence of the potentiality of metaphor as an essential resource in the construction and reproduction of ideological discourses in the news.
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Book Chapters (peer-reviewed) by Paula Pérez-Sobrino
Ángeles Llanes et al. (Eds.) Applied Linguistics in the Age of Globalization (ISSN: 978-84-8409-593- 4), 2013
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Applied Linguistics in the Age of Globalization (ISSN: 978-84-8409-593- 4), 2013
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Gola and Ervas (eds) Metaphor in Focus: Philosophical Perspectives on Metaphor Use. Cambridge: Cambridge Scholars Publishing. 67-82., 2013
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This chapter provides a preliminary account of different cognitive operations in twelve examples ... more This chapter provides a preliminary account of different cognitive operations in twelve examples of program classical and contemporary music involving music and text. The main goals are (1) to explore the directionality and scope of the mappings between language and music, and (2) to investigate the communicative effects of each communicative operation in a musical work. Metonymy, metaphor, hyperbole, paradox, and irony, are compared and contrasted in order to highlight the dynamism and flexibility of conceptual mechanisms to account for meaning construction in multimodal contexts. While all these operations consist in putting in correspondence two entities, there are observable differences that allow us to draw distinct boundaries among them: Metaphor consist in exploring two concepts, metonymy involves shifting from one concept to a related one, hyperbole overstating a situation, paradox contrasting a situation with its opposite, and irony echoing and contrasting a given situation. The main advantage of adopting a view based on cognitive operations is that they overcome the sometimes rigid two-domain layout of metaphors, while counting on a limited inferential capacity that allows the prediction of possible communicative effects.
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https://linguistlist.org/issues/29/29-3293.html
Bookmarks Related papers MentionsView impact
Within Construction Grammar, this volume moves away from a compartmentalized view of construction... more Within Construction Grammar, this volume moves away from a compartmentalized view of
constructions with the aim of providing a more holistic description of grammar. Thus, the book brings together analyses that look at constructional families within the “constructicon” of such languages as English, Spanish, German, Polish, Croatian, and Hungarian. Part 1 focuses on how different analytical perspectives may be applied to comparable and/or connected con-
structions with a view to enhancing our understanding of their similarities, differences, and relations. Part 2 contributes to the state of the art in Construction Grammar in three ways: (i) by reconciling aspects of various constructionist analyses; (ii) by determining to what extent com-
peting constructionist perspectives can offer more adequate approaches to specific analytical needs; and (iii) by challenging central assumptions within Construction Grammar. This book is expected to encourage further research into the anatomy of constructional families and their interrelations in all domains of constructional organization.
Bookmarks Related papers MentionsView impact
Bookmarks Related papers MentionsView impact
Metaphor and metonymy appeal to us because they evoke mental images in unique but still recognisa... more 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.
Bookmarks Related papers MentionsView impact
To date, research in advertising has focussed almost exclusively on metaphor, with linguists and ... more To date, research in advertising has focussed almost exclusively on metaphor, with linguists and marketing scholars paying very little attention to alternative types of figurative expression. Beyond the finding that metaphor leads to an increased appreciation of advertisements, there has been surprisingly little research into how consumer response is affected by metonymy, or by metaphor–metonymy interactions. In this article, we present findings from a study that investigated the depth to which participants (n = 90) from a range of cultural and linguistic backgrounds (the UK, Spain, and China) were found to process 30 real-world adverts featuring creative metaphor and metonymy in multimodal format. We focus on the cross-cultural variation in terms of time taken to process, appreciation and perceived effectiveness of adverts, and on individual differences explained by different levels of need for cognition. We found significant variation in the understanding of advertisements containing metaphor, metonymy, and combinations of the two, between subjects and across nationalities in terms of (i) processing time, (ii) overall appeal, and (iii) the way in which participants interpreted the advertisements.
Bookmarks Related papers MentionsView impact
Computers are now able to automatically generate metaphors, but some automatically-generated meta... more Computers are now able to automatically generate metaphors, but some automatically-generated metaphors are more well-received than others. In this paper, we showed participants a series of 'A is B' type metaphors that were either generated by humans or taken from the Twitter account '@Metaphorismybusiness', which is linked to a fully automated metaphor generator. We used these metaphors to assess linguistic factors that drive metaphor appreciation and understanding, including the role of novelty, word frequency, concreteness and emotional valence of the topic and vehicle terms. We additionally assessed how these metaphors were understood in three languages, including English, Spanish and Mandarin Chinese, and whether participants thought they had been generated by a human or a computer. We found that meaningfulness, appreciation, speed in finding meaning and humanness ratings were reliably correlated with each other in all three languages, which we interpret to indicate a more general property of 'metaphor quality'. We furthermore found that in all three languages, conventional metaphors and those that contained an 'optimal' (intermediate) degree of novelty were more likely to be perceived to be of higher quality than those that were extremely creative. Further analysis of the English data alone revealed that those metaphors that contained negatively valenced vehicle words and infrequent vehicle terms (in comparison with the topic terms) were more likely to be considered high-quality metaphors. We discuss the implications of these findings for the (improvement of) automatic generation of metaphor by computers, for the persuasive function of metaphor, and for theories of metaphor understanding more generally.
Bookmarks Related papers MentionsView impact
In this chapter we tentatively propose a number of principles on which to build a sound methodolo... more In this chapter we tentatively propose a number of principles on which
to build a sound methodology for metaphor research in non-verbal
contexts. This is an initial set of recommendations, which we hope will be
refined as work in this area progresses. In order to formulate these
principles, we draw on our experience with three corpus-based studies that
we conducted into multimodal metaphor and other figurative operations in
advertising, reflecting on the operational decisions that we made during
these studies. Our aim is to suggest ways in which metaphor scholars
interested in multimodality can better deal with (a) the establishment of a
protocol for the identification of metaphor and other figurative operations,
(b) the compilation of a representative and diverse corpus of real
examples, (c) the issue of inter-rater reliability, and (d) the potential
contributions of manual annotation software programs. Although verbal
and multimodal metaphor do resemble each other to some extent, we hold
(in line with Forceville 1996 and 2009) that the different affordances
offered by the visual mode mean that a different set of analytical resources
and methodological tools is required to study non-verbal metaphor.
Bookmarks Related papers MentionsView impact
This paper offers the first large-scale study of a multimodal corpus of 210 advertisements. First... more This 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 trigger more or less amounts of conceptual complexity is analysed. This corpus-based survey is complemented with the qualitative analysis of three novel metaphor-metonymy interactions that stem from the data and that have not yet been surveyed in multimodal use. The results show that metaphtonymy (a metaphor-metonymy compound) is the most frequent conceptual operation in the corpus; that there is a significant effect of the use of modes in the activation of different amounts of conceptual complexity; and that the type of advertised product and the marketing strategy has no significant effect on the number and complexity of conceptual mappings in the advertisement.
Bookmarks Related papers MentionsView impact
This paper explores the conceptual scaffolding of six shockvertisements raising awareness on envi... more This paper explores the conceptual scaffolding of six shockvertisements raising awareness on environmental preservation. The analysis shows that advertisers make use of a finite set of cognitive operations (metaphor in interaction with metonymy) to downgrade people through the attribution of animal or plant characteristics and to enhance animals and plants through the opposite process. The simple and universal nature of these mappings, in which 'defenselessness' emerges as the quintessential attribute common to people, animals, and plants, assures advertisers that their message will be interpreted straightforwardly and almost effortlessly by viewers of different countries and cultural backgrounds (yet with some variation in the degree of communicative impact).
KEYWORDS: metaphor, metonymy, multimodality, shockvertising.
Bookmarks Related papers MentionsView impact
This article aims to provide a corpus-based evidence of (a) the ubiquitous presence of metaphors ... more This article aims to provide a corpus-based evidence of (a) the ubiquitous presence of metaphors in verbal discourse about classical music and (b) the embodied basis of metaphors for musical motion. We analyzed authentic examples extracted from a 5,000-word corpus of texts taken from peer-re- viewed music academic journals. We applied a systematic method to identify metaphor-related words (Metaphor Identification Procedure Vrije Universiteit Amsterdam [MIPVU]; Steen, Dorst, Herrmann, Kaal, Krennmayer, & Pasma, 2010) and to label conceptual metaphors (Babarczy, Bencze, Fekele, & Simon, 2010) that reduces the analyst’s bias in the identification of metaphors. Our main findings are: (a) the presence of metaphors in academic discourse on music (29%) is significantly higher than in academic discourse in general (19%; Steen, Dorst, Herrmann, Kaal, Krennmayer, & Pasma, 2010); (b) most of the identified metaphors to describe musical motion are correlational metaphors (Grady, 1999); and (c) metaphors for musical motion are structured in the same way as the metaphors that make up Lakoff’s (1993) Event Structure Metaphor, thus giving rise to the Musical Event Structure Metaphor.
Bookmarks Related papers MentionsView impact
Este artículo busca demostrar que las inferencias derivadas de entornos multimodales, como el pub... more Este artículo busca demostrar que las inferencias derivadas de entornos multimodales, como el publicitario, pueden
ser dirigidas y constreñidas por un conjunto finito de
operaciones cognitivas (en este caso, metáfora en
interacción con metonimia). Se exploran varias estrategias
de construcción de significado en ejemplos de
publicidad impresa, en los que se analizan cuatro
cuestiones concretas: (1) ¿cómo contribuye la interacción
entre el modo visual y el textual a la identificación
de la metáfora y/o la metonimia?; (2) ¿cómo
interaccionan la metáfora y la metonimia?; (3) ¿de
qué modo esta interacción pauta la interpretación del
anuncio?; y (4) ¿de qué forma este complejo conceptual
multimodal refuerza y expande el impacto comunicativo
del anuncio? Estos procesos de (re)construcción
de significado en contextos multimodales son:
metonimia, complejo metonímico, metáfora, metaftonimia
y amalgama metafórica. Los creativos publicitarios
recurren a menudo a estos mecanismos de forma
aleatoria e inconsciente. Sin embargo, la incorporación
consciente de estas operaciones en las rutinas
publicitarias puede ayudar a los anunciantes a lanzar
campañas más efectivas y a controlar la forma en
que sus audiencias interpretan los mensajes publicitarios;
y a los documentalistas a analizar y representar
el contenido de los anuncios con más eficacia.
Bookmarks Related papers MentionsView impact
This article aims to provide a corpus-based evidence of (a) the ubiquitous presence of metaphors ... more This article aims to provide a corpus-based evidence of (a) the ubiquitous presence of metaphors in verbal discourse about classical music and (b) the embodied basis of metaphors for musical motion.
We analyzed authentic examples extracted from a 5,000-word corpus of texts taken from peer-reviewed music academic journals.We applied a systematic method to identify metaphor-related words (Metaphor Identification Procedure Vrije Universiteit Amsterdam [MIPVU]; Steen, Dorst, Herrmann, Kaal, Krennmayer, & Pasma, 2010) and to label conceptual metaphors (Babarczy, Bencze, Fekele, & Simon, 2010) that reduces the analyst’s bias in the identification of metaphors. Our main findings are: (a) the presence of metaphors in academic discourse on music (29%) is significantly higher than in academic discourse in general (19%; Steen, Dorst, Herrmann, Kaal, Krennmayer, & Pasma, 2010);
(b) most of the identified metaphors to describe musical motion are correlational metaphors (Grady, 1999); and (c) metaphors for musical motion are structured in the same way as the metaphors that make up Lakoff’s (1993) Event Structure Metaphor, thus giving rise to the Musical Event Structure Metaphor.
Bookmarks Related papers MentionsView impact
Journal of Pragmatics 70 (2014): 130-151, 2014
In this paper I explore the workings of meaning (re)construction strategies in programmatic music... more In this paper I explore the workings of meaning (re)construction strategies in programmatic musical works, where the music stands for a broader extra-musical narration. The analysis of ten fragments of classical and contemporary music involving text and music reveals that conceptual disintegration in connection to metonymy emerges as a crucial tool for meaning (re)construction in programmatic music. The results of the analysis present four major contributions to the field. First, this paper holds for the complementariness of networks of conceptual disintegration and metonymic mappings in order to convincingly account for conceptual disintegration as a product (i.e., the multimodal expression) and as a process (i.e., the conceptual operation). Second, concerning the product, this paper provides a theoretical categorization of conceptual disintegration in terms of the “degree of disintegration” and “degree of subsidiarity” between the represented part and the whole conceptual package. Third, concerning the process, this work claims that metonymy arises as powerful analytical tool because it counts on a higher degree of constraint than blends. A view from Conceptual Metonymy Theory allows us to expand the inventory of possible meaning reconstruction processes in multimodal use: metonymic echoing, metaphtonymy, metonymic cueing, source-in-target metonymies and multiple source-in-target metonymies. Fourth, this paper deals with musical and verbomusical examples, largely unexplored in cognitive-linguistic studies.
Bookmarks Related papers MentionsView impact
VIAL 11. 137-168. [JCR2012: 0. 0.385; ERIH: INT2], 2014
This work explores the net of conceptual mechanisms structuring musical understanding. Classical ... more This work explores the net of conceptual mechanisms structuring musical understanding. Classical music has been mainly approached in Cognitive Linguistics from the perspective of Conceptual Blending Theory (CBT). However, this article
claims that CBT offers an insufficient explanation of multimodal phenomena since (a) it does not specify the degree of integration between inputs or (b) the principles regulating the integration. In order to fill these theoretical gaps, this article offers a
twofold analysis of two case studies of program classical music, musical compositions intended to evoke images or remind the listener of events. First, I analyze the network of conceptual integration patterns structuring their multimodal expression. For that purpose, I introduce the Multimodal Conceptual lntegration Model (MCIM). Second, I address the patterns of conceptual interaction between metaphor and metonymy. The results of the analysis expand previous research on multimodal metaphor, including metaphoric amalgams and different patterns of interaction between metaphor and metonymy.
Bookmarks Related papers MentionsView impact
Metaphor and the Social World 4 (1). 138-146., 2014
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Text & Talk 33 (2): 233-258. [JCR2012: 0.397; ERIH: INT1], 2013
Research on metaphor has consistently proven that metaphors always involve a degree of perspectiv... more Research on metaphor has consistently proven that metaphors always involve a degree of perspectivation, where certain features are highlighted while others remain obscured (Lakoff and Johnson 1980: 153). The awareness of this partial mapping is crucial for the construction and reproduction of ideology. Specifically, this study claims that the nation is a person metaphor plays a crucial role in the mass media coverage of conflicts. Through a thorough analysis of a corpus of 17 articles from The New York Times reporting on the Iranian Green Revolution (June 2009), this paper intends to unravel the extent to which both tropes allow the inclusion of the Iranian protesters into the Western “Friendly Us” while rejecting the Iranian government as an “Evil Them.” This work is theoretically framed within critical metaphor analysis (Charteris-Black 2004), a fruitful intersection between critical discourse analysis (Van Dijk 2001) and conceptual metaphor
theory (Lakoff and Johnson 1980). The synthesis of the results shows evidence of the potentiality of metaphor as an essential resource in the construction and reproduction of ideological discourses in the news.
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Ángeles Llanes et al. (Eds.) Applied Linguistics in the Age of Globalization (ISSN: 978-84-8409-593- 4), 2013
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Applied Linguistics in the Age of Globalization (ISSN: 978-84-8409-593- 4), 2013
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Gola and Ervas (eds) Metaphor in Focus: Philosophical Perspectives on Metaphor Use. Cambridge: Cambridge Scholars Publishing. 67-82., 2013
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This chapter provides a preliminary account of different cognitive operations in twelve examples ... more This chapter provides a preliminary account of different cognitive operations in twelve examples of program classical and contemporary music involving music and text. The main goals are (1) to explore the directionality and scope of the mappings between language and music, and (2) to investigate the communicative effects of each communicative operation in a musical work. Metonymy, metaphor, hyperbole, paradox, and irony, are compared and contrasted in order to highlight the dynamism and flexibility of conceptual mechanisms to account for meaning construction in multimodal contexts. While all these operations consist in putting in correspondence two entities, there are observable differences that allow us to draw distinct boundaries among them: Metaphor consist in exploring two concepts, metonymy involves shifting from one concept to a related one, hyperbole overstating a situation, paradox contrasting a situation with its opposite, and irony echoing and contrasting a given situation. The main advantage of adopting a view based on cognitive operations is that they overcome the sometimes rigid two-domain layout of metaphors, while counting on a limited inferential capacity that allows the prediction of possible communicative effects.
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In: Baicchi, A. and Bagasheva, A. Figurative Language We Live by. The cognitive underpinnings and mechanisms of figurativity in language. Language Issue of Textus. , 2017
Metaphor and metonymy are key tools in communication, particularly when abstract ideas or emotion... more Metaphor and metonymy are key tools in communication, particularly when abstract ideas or emotions are discussed. While a number of studies have explored the role played by metaphor and metonymy in language and images, and at the ways in which they are understood, few studies have investigated the combination of metaphor and metonymy in the multimodal context of advertising, where they play a key role. Our study investigates the nature of figurative complexity (i.e. the ways in which metaphor and metonymy combine) in advertisements containing both words and images, and explores the relationship between figurative complexity and comprehension, accuracy of interpretation and advertising effectiveness. Through a mixed-methods approach of lab experiments and qualitative inquiry we assess the speed and depth of comprehension, the perceived appeal, and the physiological effect of advertisements on participants from three linguistic and cultural backgrounds (English, Spanish, and Chinese). We also explore variation in the types of interpretations provided by participants with different linguistic and cultural backgrounds.
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Critical review of the book: Perez Sobrino, P. (2017). Multimodal Metaphor and Metonymy in Adver... more Critical review of the book:
Perez Sobrino, P. (2017). Multimodal Metaphor and Metonymy in Advertising. Amsterdam: John Benjamins Publishing Company.
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