Multimodal metaphor
Metaphor pervades discourse and may govern how we think and act. But most studies only discuss its verbal varieties. This book examines metaphors drawing on combinations of visuals, language, gestures, sound, and music. Investigated texts include advertising, political cartoons, comics, film, songs, and oral communication. Where appropriate, the influence of genre and cultural factors is thematized
1 online resource (xiv, 470 pages) : illustrations
9783110215366, 9783110205152, 3110215365, 3110205157
558740440
Non-verbal and multimodal metaphor in a cognitivist framework : agendas for research / Charles Forceville
Brand images : multimodal metaphor in corporate branding messages / Veronika Koller
Cutting across the senses : imagery in winespeak and audiovisual promotion / Rosario Caballero
Interaction of multimodal metaphor and metonymy in TV commercials : four case studies / Eduardo Urios-Aparisi
Nonverbal and multimodal manifestation of metaphors and metonymies : a case study / Ning Yu
Visual metaphor versus verbal metaphor : a unified account / Francisco Yus
Metaphor in political cartoons : exploring audience responses / Elizabeth El Refaie
Image alignment in multimodal metaphor / Norman Y. Teng
Visual metaphoric conceptualization in editorial cartoons / Joost Schilperoord and Alfons Maes
Anger in Asterix : the metaphorical representation of anger in comics and animated films / Bart Eerden
Pictorial metaphors of emotion in Japanese comics / Kazuko Shinohara and Yoshihiro Matsunaka
Words, gestures, and beyond : forms of multimodal metaphor in the use of spoken language / Cornelia Müller and Alan Cienki
Metonymy first, metaphor second : a cognitive-semiotic approach to multimodal figures of thought in co-speech gesture / Irene Mittelberg and Linda R. Waugh
Music, language, and multimodal metaphor / Lawrence M. Zbikowski
The role of non-verbal sound and music in multimodal metaphor / Charles Forceville
Multimodal metaphor in classical film theory from the 1920s to the 1950s / Mats Rohdin
Multimodal expressions of the human victim is animal metaphor in horror films / Gunnar Theodór Eggertsson and Charles Forceville