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Multimodal Metaphor and Metonymy in Advertising
2017Metaphor 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.
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Pictorial and multimodal metaphor
2016Over 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 ...
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Visual and multimodal metaphor in film
2016Lakoff and Johnson’s (1980) pioneering work claimed that human beings think metaphorically, thereby initiating a remarkable revival of the scholarly interest in this queen of tropes. This interest reigned at first primarily among linguists. Since then, however, metaphor research has considerably broadened beyond the investigation of its verbal ...
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Dispossession in the cartoon: multimodal metaphor
2013Uma premissa básica dos estudos contemporaneous em comunicação é que a interação comunicativa frequentemente ocorre pelo uso de múltiplos sistemas semióticos, com o suporte de tecnologías de comunicação. Metáforas produzidas e distribuídas em diferentes modos semióticos têm sido estudadas em um projeto de pesquisa em andamento que analisa ...
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Argument by Multimodal Metaphor as Strategic Maneuvering in TV Commercials: A Case Study
Argumentation, 2018Chuanrui Zhang
exaly