Multimodal Metaphor

Published by De Gruyter Mouton 2009

Multimodal Metaphor

Edited by: Charles J. Forceville and Eduardo Urios-Aparisi

Volume 11 in the series Applications of Cognitive Linguistics [ACL]

https://doi.org/10.1515/9783110215366

Overview
Contents

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.

Author / Editor information

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

Reviews

"Allein durch die Abdeckung des weitgespannten Phänomenbereichs [...] ist der Bd. vor allem auch für die Literatur- und Kulturwissenschaft äußerst interessant ‒und lesenswert."
Thomas Wägenbauer in: Germanistik 3/4/2010

Topics

Frontmatter Requires Authentication Unlicensed Licensed Download PDF	i
Table of contents Requires Authentication Unlicensed Licensed Download PDF	vii
List of contributors Requires Authentication Unlicensed Licensed Download PDF	xi
Preface Requires Authentication Unlicensed Licensed Download PDF	xv
I. Setting the Scene
Chapter 1. Introduction Charles Forceville and Eduardo Urios-Aparisi Requires Authentication Unlicensed Licensed Download PDF	3
Chapter 2. Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research Charles Forceville Requires Authentication Unlicensed Licensed Download PDF	19
II. Multimodal Metaphor in Advertising
Chapter 3. Brand images: Multimodal metaphor in corporate branding messages Veronika Koller Requires Authentication Unlicensed Licensed Download PDF	45
Chapter 4. Cutting across the senses: Imagery in winespeak and audiovisual promotion Rosario Caballero Requires Authentication Unlicensed Licensed Download PDF	73
Chapter 5. Interaction of multimodal metaphor and metonymy in TV commercials: Four case studies Eduardo Urios-Aparisi Requires Authentication Unlicensed Licensed Download PDF	95
Chapter 6. Nonverbal and multimodal manifestations of metaphors and metonymies: A case study Ning Yu Requires Authentication Unlicensed Licensed Download PDF	119
III. Multimodal Metaphor in Political Cartoons
Chapter 7. Visual metaphor versus verbal metaphor: A unified account Francisco Yus Requires Authentication Unlicensed Licensed Download PDF	147
Chapter 8. Metaphor in political cartoons: Exploring audience responses Elizabeth Refaie Requires Authentication Unlicensed Licensed Download PDF	173
Chapter 9. Image alignment in multimodal metaphor Norman Y. Teng Requires Authentication Unlicensed Licensed Download PDF	197
Chapter 10. Visual metaphoric conceptualization in editorial cartoons Joost Schilperoord and Alfons Maes Requires Authentication Unlicensed Licensed Download PDF	213
IV. Metaphors of Emotion in Comics, Manga, and Animation
Chapter 11. Anger in Asterix: The metaphorical representation of anger in comics and animated films Bart Eerden Requires Authentication Unlicensed Licensed Download PDF	243
Chapter 12. Pictorial metaphors of emotion in Japanese comics Kazuko Shinohara and Yoshihiro Matsunaka Requires Authentication Unlicensed Licensed Download PDF	265
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 Cornelia Müller and Alan Cienki Requires Authentication Unlicensed Licensed Download PDF	297
Chapter 14. Metonymy first, metaphor second: A cognitivesemiotic approach to multimodal figures of thought in co-speech gesture Irene Mittelberg and Linda R. Waugh Requires Authentication Unlicensed Licensed Download PDF	329
VI. Metaphor Involving Music and Sound
Chapter 15. Music, language, and multimodal metaphor Lawrence M. Zbikowski Requires Authentication Unlicensed Licensed Download PDF	359
Chapter 16. The role of non-verbal sound and music in multimodal metaphor Charles Forceville Requires Authentication Unlicensed Licensed Download PDF	383
VII. Metaphor and Film
Chapter 17. Multimodal metaphor in classical film theory from the 1920s to the 1950s Mats Rohdin Requires Authentication Unlicensed Licensed Download PDF	403
Chapter 18. Multimodal expressions of the HUMAN VICTIM IS ANIMAL metaphor in horror films Gunnar Theodór Eggertsson and Charles Forceville Requires Authentication Unlicensed Licensed Download PDF	429
Backmatter Requires Authentication Unlicensed Licensed Download PDF	451

(Deutsch)

Language: English
Publisher: De Gruyter Mouton
Audience: Students and Scholars with an interest in Metaphor in Theory and Practice, Multimodal Discourse and Communication involving Popular Images (including Advertising, Cartoons, Comics, Film)
Pages
- Front matter: 14
- Main content: 470
Illustrations
- Illustrations: 115
Keywords: Cognitive linguistics; pragmatics; visual communication

eBook

Published: September 4, 2009
ISBN: 9783110215366

Hardcover

Published: September 16, 2009
ISBN: 9783110205152