Multimodal Metaphor
eBook - PDF

Multimodal Metaphor

  1. 484 pages
  2. English
  3. PDF
  4. Available on iOS & Android
eBook - PDF

Multimodal Metaphor

About this book

"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.

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Yes, you can access Multimodal Metaphor by Charles J. Forceville, Eduardo Urios-Aparisi, Charles J. Forceville,Eduardo Urios-Aparisi in PDF and/or ePUB format, as well as other popular books in Languages & Linguistics & Communication Studies. We have over one million books available in our catalogue for you to explore.

Table of contents

  1. Frontmatter
  2. Table of contents
  3. List of contributors
  4. Preface
  5. Chapter 1. Introduction
  6. Chapter 2. Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research
  7. Chapter 3. Brand images: Multimodal metaphor in corporate branding messages
  8. Chapter 4. Cutting across the senses: Imagery in winespeak and audiovisual promotion
  9. Chapter 5. Interaction of multimodal metaphor and metonymy in TV commercials: Four case studies
  10. Chapter 6. Nonverbal and multimodal manifestations of metaphors and metonymies: A case study
  11. Chapter 7. Visual metaphor versus verbal metaphor: A unified account
  12. Chapter 8. Metaphor in political cartoons: Exploring audience responses
  13. Chapter 9. Image alignment in multimodal metaphor
  14. Chapter 10. Visual metaphoric conceptualization in editorial cartoons
  15. Chapter 11. Anger in Asterix: The metaphorical representation of anger in comics and animated films
  16. Chapter 12. Pictorial metaphors of emotion in Japanese comics
  17. Chapter 13. Words, gestures, and beyond: Forms of multimodal metaphor in the use of spoken language
  18. Chapter 14. Metonymy first, metaphor second: A cognitivesemiotic approach to multimodal figures of thought in co-speech gesture
  19. Chapter 15. Music, language, and multimodal metaphor
  20. Chapter 16. The role of non-verbal sound and music in multimodal metaphor
  21. Chapter 17. Multimodal metaphor in classical film theory from the 1920s to the 1950s
  22. Chapter 18. Multimodal expressions of the HUMAN VICTIM IS ANIMAL metaphor in horror films
  23. Backmatter