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Visual and Multimodal Communication
Successful communication requires optimal relevance to the target audience. Relevance theory provides an excellent model based on this insight, but until now the impact of the theory has been restricted due to an almost exclusive focus on spoken face-to-face communication. Visual and Multimodal Communication is the first book to systematically demonstrate how relevance theory can fulfill its promise to develop into an inclusive theory of communication. This book explains how relevance theory can be adapted to accommodate mass-communicative messages in pictograms, advertisements, cartoons, and comics, paving the way for a theory of communication covering different modes, media, and genres.
Meaning-Making and Political Campaign Advertising
Although recent linguistic and media-studies' research has increasingly dealt with forms of imagery beyond language, such as in audiovisual formats, only little attention has been paid to the specific media character of audiovisual images. This raises a theoretical as well as methodological problem: How can processes of figurative meaning making in audiovisual media be adequately conceptualized and described? The book intends to bridge this research gap with an analysis of campaign commercials, a hitherto largely underexplored object of study in metaphor and metonymy research. To achieve this goal, a transdisciplinary film-analytical and cognitive-linguistic account of audiovisual figurativi...
Current Approaches to Metaphor Analysis in Discourse
This volume takes up the challenge of surveying the present state of a variety of approaches to the identification, analysis and interpretation of metaphor across communication channels, situational contexts, genres and social spheres. It reflects three foremost trends of present metaphor research, namely the communicative approach, the cognitive modelling approach and the multimodality approach. These trends are considered as areas of research emerging on the ground of the Conceptual Metaphor Theory, initiated by Lakoff. The book intends to show their concomitances as well as mark their diversifying paths. The aim is to bring about and make apparent the many connections among assumingly dif...
Understanding Abstract Concepts across Modes in Multimodal Discourse
This volume looks at spatialization of abstract concepts in verbo-pictorial aphorisms at work in the cartoons of a single artist. While extensive work has been done in studying spatialization of abstract concepts in grammar and lexicon within cognitive linguistics, this book is the first of its kind to provide a detailed account of such phenomena in multimodal discourse. The volume integrates a range of approaches from cognitive linguistics, including image schema theory, conceptual theory of metaphor, multimodal metaphor theory, the dynamic approach to metaphor, and a multimodal approach to metonymy, and applies this multi-faceted framework to a selection of cartoons from the work of Polish...
Cinematic Metaphor
Metaphors in audiovisual media receive increasing attention from film and communication studies as well as from linguistics and multimodal metaphor research. The specific media character of film, and thus of cinematic metaphor, remains, however, largely ignored. Audiovisual images are all too frequently understood as iconic representations and material carriers of information. Cinematic Metaphor proposes an alternative: starting from film images as affective experience of movement-images, it replaces the cognitive idea of viewers as information-processing machines, and heals the break with rhetoric established by conceptual metaphor theory. Subscribing to a phenomenological concept of embodi...
Embodied Metaphors in Film, Television, and Video Games
In cognitive research, metaphors have been shown to help us imagine complex, abstract, or invisible ideas, concepts, or emotions. Contributors to this book argue that metaphors occur not only in language, but in audio visual media well. This is all the more evident in entertainment media, which strategically "sell" their products by addressing their viewers’ immediate, reflexive understanding through pictures, sounds, and language. This volume applies cognitive metaphor theory (CMT) to film, television, and video games in order to analyze the embodied aesthetics and meanings of those moving images.
Metaphor in Socio-Political Contexts
Metaphor studies is a vibrant and fascinating field. The present book brings together the work of influential researchers analyzing metaphor empirically from Critical Socio-Cognitive perspectives (CSCDA). The case studies focus on the role of metaphor as a powerful strategy for the creation of specific world views and ideological frames, as well as for their contestation in current crises.
Why is it common to use Metaphor and Metonymy in Advertisements? The Case of Deutsche Bank
Seminar paper from the year 2020 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 2,3, RWTH Aachen University (Institut für Anglistik und Amerikanistik), language: English, abstract: The present paper deals with metaphors and metonyms in advertising. With the focus on the following question: "Why is it common to use Metaphor and Metonymy in advertisements?" it should be explained step by step why these concepts became common in advertising media. Living in the 20th century, we are experiencing a huge development in technology compared to the past. In the past it was only possible to distribute advertising through television, radio and newspapers...
Pictorial Metaphor in Advertising
Over the past few decades, research on metaphor has focused almost exclusively on its verbal and cognitive dimensions. In Pictorial Metaphor in Advertising, Charles Forceville argues that metaphor can also occur in pictures and draws on relevant studies from various disciplines to propose a model for the identification, classification, and analysis of 'pictorial metaphors'. By using insights taken from a range of linguistic, artistic and cognitive perspectives for example, interaction and relevance theory, Forceville shows not only how metaphor can occur in pictures, but also provides a framework within which these pictorial metaphors can be analyzed. The theoretical insights are applied to ...
Conceptual Metaphors of Romantic Love in Western Comic and Japanese Manga
Seminar paper from the year 2009 in the subject Communications - Broadcast and entertainment, grade: 1,0, University of Groningen (Faculty of Arts ), course: Language, Communication and Culture, language: English, abstract: According to Lakoff and Johnson (1980), metaphors involve a mapping of a tangible source domain on an intangible target domain and enable therefore the expression of concepts difficult to verbalise as such. ROMANTIC LOVE is one of these concepts. Indeed, "romantic love is commonly thought of as a mysterious emotion which it is notoriously difficult to pin down. [...] Various authors in various disciplines have expressed the view that this is a concept that is difficult to...
