Results 11 to 20 of about 427,071 (230)
Research trends in multimodal metaphor: a bibliometric analysis [PDF]
Frontiers in Psychology, 2023 The concept of multimodal metaphor has generated a growing body of literature over the past decades. However, a systemic review of the domain seems to be lacking in relevant literature.
Zhong Z, Wen S, Chen S.
exaly +8 more sources
MULTIMODAL METAPHOR IN ADVERTISEMENT [PDF]
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
Nahdyah Sari Daulay +2 more
openaire +3 more sources
Beyond "Taiji Diagram": how multimodal metaphor deciphers Yin Xu and Yang Xu through Traditional Chinese Medicine science communication short videos. [PDF]
Front Public HealthIntroductionThis study investigates how multimodal metaphors convey two core Traditional Chinese Medicine (TCM) concepts— “Yin Xu” (Yin deficiency) and “Yang Xu” (Yang deficiency)—in short science communication videos on Douyin.
Wang S, Wang M, Ng LS, Shaari AH.
europepmc +2 more sources
Pictorial (multimodal) metaphor in printed advertising
Lietuvių Kalba, 2011 The theoretical basis of the article is the methodology of pictorial/visual metaphor research presented in Charles Forceville's work Pictorial Metaphor in Advertising (2006) and multimodal metaphor research proposed in his book Multimodal Metaphor (2009).
Saulė Juzelėnienė +1 more
doaj +2 more sources
Pictorial and verbo-pictorial metaphor in Spanish political cartooning [PDF]
Círculo de Lingüística Aplicada a la Comunicación, 2014 In the last forty years the development of the Cognitive Metaphor Theory (Lakoff 1987, 2006, Lakoff & Johnson 1980) has given rise to a great amount of research into metaphor.
Isabel Negro Alousque
doaj +2 more sources
Metaphor in multimodal creativity
, 2020 Abstract This chapter describes the role that metaphor plays in multimodal creativity in several creative endeavors, specifically music, art, dance, and advertising. Many creative instances of metaphor performance rely on entrenched metaphorical concepts that get manifested in very specific, concrete ways in different artistic domains.
Lacey Okonski +2 more
openaire +2 more sources
Pictorial and multimodal metaphor
, 2016 Over the past few decades, metaphor has come to be seen as a trope that governs thought, not just language. A consequence of accepting this view is that its manifestations should be examined in other media than language alone. Together with metaphor’s role in gesturing, its function in visuals has hitherto been the richest area of non-verbal research ...
Forceville, C.
openaire +4 more sources
Multimodal Metaphors and Advertising: A Cross-Cultural Comparison of the Use of Behavioural Multimodal Metaphors [PDF]
Darnioji daugiakalbystė, 2018 The main purpose of this paper is to analyze how culture is embedded in the way viewers from different language backgrounds conceptualize and interpret the same multimodal metaphors.
Bonilla John Fredy Gil
doaj +2 more sources
Pictorial and multimodal metaphor in commercials [PDF]
, 2008 Deploying metaphor is an attractive and efficient way for advertisers to make positive claims for their products, brands, or services. For a long time, metaphor studies focused almost exclusively on language, but over the past fifteen years, the concept of pictorial (or visual) metaphor has been fairly well developed, particularly in the realm of print
Forceville, C.
core +8 more sources
Towards Multimodal Metaphor Understanding: A Chinese Dataset and Model for Metaphor Mapping Identification [PDF]
ACM Transactions on Asian and Low-Resource Language Information ProcessingMetaphors play a crucial role in human communication, yet their comprehension remains a significant challenge for natural language processing (NLP) due to the cognitive complexity involved. According to Conceptual Metaphor Theory (CMT), metaphors map a target domain onto a source domain, and understanding this mapping is essential for grasping the ...
Dongyu Zhang 0001 +7 more
core +4 more sources