Multimodal metaphor, narrativity and creativity in TV cosmetics ads
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Laura Hidalgo-Downing
Abstract
The present article explores the interaction between multimodality and narrativity as a discourse strategy which promotes creativity as a socio-cognitive process in British TV cosmetics ads. Multimodal TV ads narratives are structured visually and aurally by means of the extended metaphors light is good and harmonious music is good, as well as other multisemiotic features. Two narrative patterns are examined: in the first type, story ending coincides with narrative ending; this is illustrated by two ads with specific metaphors which set out the problem to which the product provides a solution. In the second type, illustrated by two hair products ads, story ending coincides with narrative beginning, and displays multimodal metaphors which enhance the positive attributes of the product.
Abstract
The present article explores the interaction between multimodality and narrativity as a discourse strategy which promotes creativity as a socio-cognitive process in British TV cosmetics ads. Multimodal TV ads narratives are structured visually and aurally by means of the extended metaphors light is good and harmonious music is good, as well as other multisemiotic features. Two narrative patterns are examined: in the first type, story ending coincides with narrative ending; this is illustrated by two ads with specific metaphors which set out the problem to which the product provides a solution. In the second type, illustrated by two hair products ads, story ending coincides with narrative beginning, and displays multimodal metaphors which enhance the positive attributes of the product.
Chapters in this book
- Prelim pages i
- Table of contents v
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Introduction
- Discourse, cognition and society 1
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Part I. Socio-cognitive approach to discourse
- From butchers and surgeons to the linguistic method 21
- Individual differences and in situ identity marking 39
- The persuasive (and manipulative) power of metaphor in ‘austerity’ discourse 79
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Part II. Discourse strategies in multimodal communication
- The construction of meaning in multimodal discourse 111
- Multimodal metaphor, narrativity and creativity in TV cosmetics ads 137
- Multimodal discourses of collective memory 159
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Part III. Cross-linguistic (English – Spanish) perspectives
- Exploring specific differences 187
- The use of metaphor and evaluation as discourse strategies in pre-electoral debates 215
- A text-world account of temporal world-building strategies in Spanish and English 245
- Gesture structuring strategies in English and Spanish autobiographical narratives 273
- Index 297
Chapters in this book
- Prelim pages i
- Table of contents v
-
Introduction
- Discourse, cognition and society 1
-
Part I. Socio-cognitive approach to discourse
- From butchers and surgeons to the linguistic method 21
- Individual differences and in situ identity marking 39
- The persuasive (and manipulative) power of metaphor in ‘austerity’ discourse 79
-
Part II. Discourse strategies in multimodal communication
- The construction of meaning in multimodal discourse 111
- Multimodal metaphor, narrativity and creativity in TV cosmetics ads 137
- Multimodal discourses of collective memory 159
-
Part III. Cross-linguistic (English – Spanish) perspectives
- Exploring specific differences 187
- The use of metaphor and evaluation as discourse strategies in pre-electoral debates 215
- A text-world account of temporal world-building strategies in Spanish and English 245
- Gesture structuring strategies in English and Spanish autobiographical narratives 273
- Index 297
