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Multimodal Metaphor and Metonymy in Advertising [Hardback]

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(Universidad Politécnica of Madrid)
  • Formāts: Hardback, 232 pages, weight: 525 g
  • Sērija : Figurative Thought and Language 2
  • Izdošanas datums: 07-Dec-2017
  • Izdevniecība: John Benjamins Publishing Co
  • ISBN-10: 9027209863
  • ISBN-13: 9789027209863
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  • Hardback
  • Cena: 114,44 €*
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Multimodal Metaphor and Metonymy in AdvertisingPalielināt
  • Formāts: Hardback, 232 pages, weight: 525 g
  • Sērija : Figurative Thought and Language 2
  • Izdošanas datums: 07-Dec-2017
  • Izdevniecība: John Benjamins Publishing Co
  • ISBN-10: 9027209863
  • ISBN-13: 9789027209863
Citas grāmatas par šo tēmu:
Permanent link: https://www.kriso.lv/db/9789027209863.html
Keywords:
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. The thorough analysis of a corpus of 210 authentic printed advertisements shows the central role of multimodal metaphor, metonymy, and their patterns of interaction, at the heart of advertising campaigns. This book is the first in-depth research monograph to bring together qualitative and quantitative evidence of metaphor-metonymy combinations in real multimodal discourse. It combines detailed case study analyses with corpus-based analysis and psycholinguistic enquiry to provide the reader with a prismatic approach to the topic of figurative language in multimodal advertising. Besides its theoretical contribution to the field of multimodal figurative language, this monograph has a wide number of practical applications due to its focus on advertising and the communicative impact of creative messages on consumers. This book will pave the way for further qualitative and quantitative research on the ways in which figurative language shapes multimodal discourse, and how it relates to our everyday creative thinking.
Preface 1(6)
Chapter 1 Scope of and need for this book
7(10)
1.1 About this book
7(2)
1.2 Research questions and working hypotheses
9(3)
1.3 Originality and potential impact of this book
12(2)
1.4 Structure of the book
14(3)
Chapter 2 Theoretical models to explore multimodal meaning
17(38)
2.1 Introduction
17(3)
2.2 The visual-semiotic model
20(9)
2.3 The relevance-theoretic model
29(10)
2.4 The multiple space-structuring model
39(9)
2.5 The multimodal approach to conceptual metaphor
48(7)
Chapter 3 An integrated approach to the study of multimodal metaphor and metonymy
55(22)
3.1 Introduction
55(2)
3.2 Patterns of conceptual interaction
57(10)
3.2.1 (Multiple-source)-in-target metonymy
58(2)
3.2.2 Metonymic chains
60(2)
3.2.3 Metaphtonymy
62(2)
3.2.4 Metaphoric amalgams
64(2)
3.2.5 Metaphoric chains
66(1)
3.3 The figurative continuum
67(2)
3.4 Expanding the figurative continuum to multimodal settings: What needs to be done
69(8)
Chapter 4 Facing methodological challenges
77(18)
4.1 Introduction
77(2)
4.2 The equipollence hypothesis
79(2)
4.3 Aspects of operationalization
81(12)
4.3.1 Selection of the data
81(4)
4.3.2 Identification of multimodal manifestations related to metaphor and metonymy
85(6)
4.3.3 Inter-rater reliability
91(1)
4.3.4 Annotation scheme
92(1)
4.4 Final remarks
93(2)
Chapter 5 Metonymy and metonymic complexes
95(24)
5.1 Introduction
95(2)
5.2 Multimodal metonymy and its complexes
97(14)
5.2.1 Multimodal metonymy
97(5)
5.2.2 Multimodal metonymic chain
102(3)
5.2.3 Multimodal (multiple-source)-in-target metonymy
105(4)
5.2.4 Multimodal (multiple-source)-in-target metonymic chain
109(2)
5.3 Other operations in combination with multimodal metonymy
111(7)
5.3.1 Hyperbole
111(2)
5.3.2 Paradox
113(3)
5.3.3 Onomatopoeia
116(2)
5.4 Interim conclusions
118(1)
Chapter 6 Metaphor and metaphoric complexes
119(38)
6.1 Introduction
119(1)
6.2 Multimodal metaphor and its complexes
120(35)
6.2.1 Multimodal metaphor
120(5)
6.2.2 Multimodal metaphtonymy
125(15)
6.2.3 Multimodal single-source metaphoric amalgam
140(5)
6.2.4 Multimodal multiple-source/target metaphoric amalgam
145(7)
6.2.5 Multimodal metaphoric chain
152(3)
6.3 Conclusions
155(2)
Chapter 7 Figurative complexes in advertising (I): A corpus-based account
157(18)
7.1 Introduction
157(3)
7.2 Figurative operations
160(2)
7.3 Choice of mode
162(5)
7.4 Product type
167(2)
7.5 Other interactions: Mode and marketing strategy
169(2)
7.6 Conclusions
171(4)
Chapter 8 Figurative complexes in advertising (II): A cross-cultural investigation into the the reception of advertisements
175(22)
8.1 Introduction
175(4)
8.2 Methodology
179(5)
8.2.1 Selection of participants and materials
179(1)
8.2.2 Selection of the material
180(1)
8.2.3 Data collection and processing
181(2)
8.2.4 Statistical procedures
183(1)
8.3 Findings and discussion
184(10)
8.3.1 Speed of processing
184(1)
8.3.2 Perceived persuasive potential
185(1)
8.3.3 Number of possible interpretations
186(1)
8.3.4 Interim conclusions
187(2)
8.3.5 Cross-cultural variation
189(5)
8.4 Summary and conclusions
194(3)
Chapter 9 Closing notes
197(16)
9.1 Introduction
197(1)
9.2 What adds Multimodal Metaphor and Metonymy in Advertising to what we already know?
197(9)
9.3 Implications of this book for future research on multimodal metaphor and metonymy
206(1)
9.4 Reverse engineering and suggestions for further research
207(4)
9.5 Closing notes
211(2)
References 213(14)
Secondary references 227(4)
Index 231