The visual representation of metaphor
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Dezheng Feng
Abstract
Complementing cognitive theories which attribute the understanding of visual metaphors to situational and cultural contexts, this study adopts a social semiotic perspective to investigate how visual images themselves are constructed to cue conceptual metaphors. The visual realization of metaphors in representational, interactive and compositional meaning structures is elucidated based on Kress and van Leeuwen’s (2006) visual grammar. It is found that most types of visual metaphor identified by cognitive linguists can be explained within the framework. Instances of visual metaphor in advertisements are analyzed in terms of their persuasive effects. It is concluded that the social semiotic framework is able to provide a comprehensive account of the visual realization of metaphor, and in addition, the study also offers a cognitive explanation of how resources like camera positioning and composition acquire meanings.
Abstract
Complementing cognitive theories which attribute the understanding of visual metaphors to situational and cultural contexts, this study adopts a social semiotic perspective to investigate how visual images themselves are constructed to cue conceptual metaphors. The visual realization of metaphors in representational, interactive and compositional meaning structures is elucidated based on Kress and van Leeuwen’s (2006) visual grammar. It is found that most types of visual metaphor identified by cognitive linguists can be explained within the framework. Instances of visual metaphor in advertisements are analyzed in terms of their persuasive effects. It is concluded that the social semiotic framework is able to provide a comprehensive account of the visual realization of metaphor, and in addition, the study also offers a cognitive explanation of how resources like camera positioning and composition acquire meanings.
Kapitel in diesem Buch
- Prelim pages i
- Table of contents v
- About the contributors vii
- Multimodality and Cognitive Linguistics 1
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Cognitive Linguistics and multimodal metaphor
- Cross-modal resonances in creative multimodal metaphors 13
- Metaphor and symbol 27
- Woven emotions 45
- Approaching the utopia of a global brand 61
- Multimodal metaphors in political entertainment 79
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Multimodality, Cognitive and Systemic Functional Linguistics
- The visual representation of metaphor 99
- Visual metonymy in children’s picture books 115
- The establishment of interpretative expectations in film 131
- Multimodal digital storytelling 147
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Cognitive Linguistics and multimodal interaction
- Intermedial cognitive semiotics 167
- Multimodality in Conversational Humor 181
- Image schemas and mimetic schemas in cognitive linguistics and gesture studies 195
- Index 211
Kapitel in diesem Buch
- Prelim pages i
- Table of contents v
- About the contributors vii
- Multimodality and Cognitive Linguistics 1
-
Cognitive Linguistics and multimodal metaphor
- Cross-modal resonances in creative multimodal metaphors 13
- Metaphor and symbol 27
- Woven emotions 45
- Approaching the utopia of a global brand 61
- Multimodal metaphors in political entertainment 79
-
Multimodality, Cognitive and Systemic Functional Linguistics
- The visual representation of metaphor 99
- Visual metonymy in children’s picture books 115
- The establishment of interpretative expectations in film 131
- Multimodal digital storytelling 147
-
Cognitive Linguistics and multimodal interaction
- Intermedial cognitive semiotics 167
- Multimodality in Conversational Humor 181
- Image schemas and mimetic schemas in cognitive linguistics and gesture studies 195
- Index 211
