Forceville / Urios-Aparisi Multimodal Metaphor

1. Auflage 2009
ISBN: 978-3-11-021536-6
Verlag: De Gruyter
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, Band 11, 484 Seiten, Gewicht: 10 g

Reihe: Applications of Cognitive Linguistics [ACL]ISSN

"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.

Zielgruppe

Students and Scholars with an interest in Metaphor in Theory and Practice, Multimodal Discourse and Communication involving Popular Images (including Advertising, Cartoons, Comics, Film)

Autoren/Hrsg.

Urios-Aparisi, Eduardo

Forceville, Charles J.

Fachgebiete

• Geisteswissenschaften Sprachwissenschaft Textlinguistik, Diskursanalyse, Stilistik
• Geisteswissenschaften Sprachwissenschaft Psycholinguistik, Neurolinguistik, Kognition
• Geisteswissenschaften Sprachwissenschaft Sprachwissenschaften

Inhaltsverzeichnis

1;Frontmatter;2
2;Table of contents;8
3;List of contributors;12
4;Preface;16
5;Chapter 1. Introduction;20
6;Chapter 2. Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research;36
7;Chapter 3. Brand images: Multimodal metaphor in corporate branding messages;62
8;Chapter 4. Cutting across the senses: Imagery in winespeak and audiovisual promotion;90
9;Chapter 5. Interaction of multimodal metaphor and metonymy in TV commercials: Four case studies;112
10;Chapter 6. Nonverbal and multimodal manifestations of metaphors and metonymies: A case study;136
11;Chapter 7. Visual metaphor versus verbal metaphor: A unified account;164
12;Chapter 8. Metaphor in political cartoons: Exploring audience responses;190
13;Chapter 9. Image alignment in multimodal metaphor;214
14;Chapter 10. Visual metaphoric conceptualization in editorial cartoons;230
15;Chapter 11. Anger in Asterix: The metaphorical representation of anger in comics and animated films;260
16;Chapter 12. Pictorial metaphors of emotion in Japanese comics;282
17;Chapter 13. Words, gestures, and beyond: Forms of multimodal metaphor in the use of spoken language;314
18;Chapter 14. Metonymy first, metaphor second: A cognitivesemiotic approach to multimodal figures of thought in co-speech gesture;346
19;Chapter 15. Music, language, and multimodal metaphor;376
20;Chapter 16. The role of non-verbal sound and music in multimodal metaphor;400
21;Chapter 17. Multimodal metaphor in classical film theory from the 1920s to the 1950s;420
22;Chapter 18. Multimodal expressions of the HUMAN VICTIM IS ANIMAL metaphor in horror films;446
23;Backmatter;468

Über Autor(innen)

Charles J. Forceville, Universiteit van Amsterdam, The Netherlands; Eduardo Urios-Aparisi, University of Connecticut, USA.