Paula Pérez Sobrino, Multimodal Metaphor and Metonymy in Advertising. John Benjamins Publishing Company, 2017. Pp. 232. ISBN 978-90-272-0986-3 (Hb), 978-90-272-64671-1 (E-book) (original) (raw)
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Multimodal Metaphor in Advertisement
AICLL: ANNUAL INTERNATIONAL CONFERENCE ON LANGUAGE AND LITERATURE, 2018
Metaphor based on the cognitive linguistic view can be defined as a tool which allows us to understand one conceptual domain in terms of another. What usually happens is that we use a physical. What we need to comprehend, is the target domain. It means that human cognition is organized in conceptual schema. Rodriguez (2015) stated that multimodal needs a mental comprehension process which differs from processing visual or verbal concepts alone. Metaphor has been used in many advertising. The metaphor can be interpreted differently from one to others. This paper was to present an analysis of visual metaphors, and to illustrate the existence of a possible of multimodal metaphors in advertising. Multimodal needs a mental comprehension process which differs from processing visual or verbal concepts alone. In this case this study only focuses on the analysis of multimodality metaphor which found in some advertisements. In analyzing the multimodal metaphors in commercial advertising, corpus private static adverts from the TV were selected. All of the pictures presented are a verbal part.
2016
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.
Review of Multimodal Metaphor and Metonymy in Advertising (John Benjamins) by Marianna Bolognesi
BOLOGNESI, M. (n.d.). Paula Pérez Sobrino, Multimodal Metaphor and Metonymy in Advertising. John Benjamins Publishing Company, 2017. Pp. 232. ISBN 978-90-272-0986-3 (Hb), 978-90-272-64671-1 (E-book). Language and Cognition, 1-8. doi:10.1017/langcog.2018.14 https://www.cambridge.org/core/journals/language-and-cognition/article/paula-perez-sobrino-multimodal-metaphor-and-metonymy-in-advertising-john-benjamins-publishing-company-2017-pp-232-isbn-9789027209863-hb-97890272646711-ebook/8649450A25971EA8CA68938B6B778D85
Verbo-pictorial metaphor in French advertising
In the last thirty years the development of the Cognitive Metaphor Theory (e.g. Lakoff, 1987, 2006 Lakoff and Johnson, 1999) has led to vast research into metaphor. The study of linguistic metaphor was followed by a body of work into pictorial metaphor (Forceville, 1994(Forceville, , 1996 and multimodal metaphor (Forceville, 2007(Forceville, , 2008(Forceville, , 2009). In the present contribution we explore the use of verbo-pictorial metaphors in advertising through a corpus of French print ads.
Non-Commercial Advertisements: Multimodal Metaphor, Metonymy and Conceptual Blending at Work
Research in Language
Nowadays the omnipresence of advertisements, and the necessity of conscious and subconscious mental interpretation of their hidden messages, can hardly be overlooked. In the present article, the authors attempt to provide additional evidence for the role of multimodal metaphor, metonymy, and conceptual blending in hidden cognitive mechanisms involved in the understanding and/or the correct interpretation of printed non-commercial advertisements and their overall communicative effect thus brought about. The objective is to consider and analyse text-image non-commercial advertisements randomly retrieved from the Internet; the analysis is carried out from the cognitive perspective and aims at discussing the functions of multimodal metaphor, metonymy and conceptual blending as powerful mechanisms exploited for creative purposes in advertising texts and accompanying images, and thus in conveying the central ideas embedded in the adverts.
Mixed Multimodal Metaphors In Advertising In English
The European Proceedings of Social and Behavioural Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution-Noncommercial 4.0 Unported License, permitting all non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.
The strategic use of the visual mode in advertising metaphors
In: Emilia Djonov and Sumin Zhao (eds), Critical Multimodal Studies of Popular Culture , 2013
Metaphors present one kind of thing (a “target”) in terms of another (a “source”), and are therefore ideal instruments for advertisers to make claims about products (the metaphors’ targets) efficiently and implicitly. Since the intended interpretation of metaphors is often not spelled out, advertisers often get away with suggesting meanings without taking responsibility for them by making skillful use of the visuals as part of metaphors. This chapter explains how visual and multimodal metaphors in advertising work, and discusses some cases to show how metaphor analysis can be a critical tool in the evaluation of advertising.