Multimodal metaphor and metonymy in advertising / Paula Pérez Sobrino.

Format:

Book

Author/Creator:

Pérez Sobrino, Paula, author.

Series:

Figurative thought and language ; volume 2.

Figurative thought and language ; volume 2

Language:

English

Subjects (All):

Metaphor.

Metonyms.

Advertising--Language.

Advertising.

Physical Description:

vii, 232 pages ; 25 cm.

Place of Publication:

Amsterdam ; Philadelphia : John Benjamins Publishing Company, [2017]

Summary:

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. 0This book offers the first large-scale study of a multimodal corpus of 210 advertisements. 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 analyzed. 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 frequet 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.

Contents:

Scope of and need for this book

Theoretical models to explore multimodal meaning

An integrated approach to the study of multimodal metaphor and metonymy

Facing methodological challenges

Metonymy and metonymic complexes

Metaphor and metaphoric complexes

Figurative complexes in advertising: a corpus-based account

A cross-cultural investigation into the comprehension of multimodal

Metaphor-metonymy combinations in advertising

Closing notes.

Notes:

Includes bibliographical references and index.

Other Format:

Online version: Pérez Sobrino, Paula author. Multimodal metaphor and metonymy in advertising

ISBN:

9789027209863

9027209863

OCLC:

1003197458