Multimodal metaphor / edited by Charles J. Forceville, Eduardo Urios-Aparisi.

Format:

Book

Contributor:

Forceville, Ch. (Charles)

Urios-Aparisi, Eduardo, 1964-

Series:

Applications of cognitive linguistics ; 11.

Applications of cognitive linguistics ; 11

Language:

English

Subjects (All):

Metaphor.

Figures of speech.

Physical Description:

1 online resource (486 p.)

Edition:

1st ed.

Place of Publication:

Berlin ; New York : Mouton de Gruyter, c2009.

Language Note:

English

Summary:

"Metaphor studies" has over the past 30 years become a discipline in its own right, mainly because of the cognitive linguistic claim that metaphors characterize thought, not just language. But most metaphor scholars hitherto focus exclusively on its purely verbal expressions. Since both persuasive and narrative discourses in contemporary society increasingly draw on modalities other than language alone, sustained research into a broader range of manifestations of metaphor is imperative. This volume is the first book-length study to investigate multimodal occurrences of metaphor, and is of interest to scholars interested in metaphor as well as in multimodal discourse. Each chapter investigates metaphors whose identification and interpretation depend on the co-presence of at least two of the following modalities: language, visuals, gestures, sound, music. On the basis of case studies in a variety of discourse genres (advertising, cartoons, films, comics, conversation, music, amply represented in photographs, logos, drawings, film stills, and musical scores), the contributors demonstrate that, and how, metaphor can occur multimodally, providing ideas and methodological angles enabling further theorizing and testing in this rapidly expanding field. Covering creative as well as conceptual metaphors, and where appropriate evaluating cultural factors governing metaphor interpretation, the contributors provide a wealth of material for studying the conceptual and rhetorical force of metaphor in contemporary society.

Contents:

Front matter

Table of contents

List of contributors

Preface

I. Setting the Scene

Chapter 1. Introduction

Chapter 2. Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research

II. Multimodal Metaphor in Advertising

Chapter 3. Brand images: Multimodal metaphor in corporate branding messages

Chapter 4. Cutting across the senses: Imagery in winespeak and audiovisual promotion

Chapter 5. Interaction of multimodal metaphor and metonymy in TV commercials: Four case studies

Chapter 6. Nonverbal and multimodal manifestations of metaphors and metonymies: A case study

III. Multimodal Metaphor in Political Cartoons

Chapter 7. Visual metaphor versus verbal metaphor: A unified account

Chapter 8. Metaphor in political cartoons: Exploring audience responses

Chapter 9. Image alignment in multimodal metaphor

Chapter 10. Visual metaphoric conceptualization in editorial cartoons

IV. Metaphors of Emotion in Comics, Manga, and Animation

Chapter 11. Anger in Asterix: The metaphorical representation of anger in comics and animated films

Chapter 12. Pictorial metaphors of emotion in Japanese comics

V. Metaphor in Spoken Language and Co-Speech Gesture

Chapter 13. Words, gestures, and beyond: Forms of multimodal metaphor in the use of spoken language

Chapter 14. Metonymy first, metaphor second: A cognitive semiotic approach to multimodal figures of thought in co-speech gesture

VI. Metaphor Involving Music and Sound

Chapter 15. Music, language, and multimodal metaphor

Chapter 16. The role of non-verbal sound and music in multimodal metaphor

VII. Metaphor and Film

Chapter 17. Multimodal metaphor in classical film theory from the 1920's to the 1950's

Chapter 18. Multimodal expressions of the HUMAN VICTIM IS ANIMAL metaphor in horror films

Back matter

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

ISBN:

9786612345340

9781282345348

1282345346

OCLC:

558740440