Multimodal Metaphor
-
Edited by:
Charles J. Forceville
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
-
Requires Authentication UnlicensedLicensed
Frontmatter
i -
Requires Authentication UnlicensedLicensed
Table of contents
vii -
Requires Authentication UnlicensedLicensed
List of contributors
xi -
Requires Authentication UnlicensedLicensed
Preface
xv - I. Setting the Scene
-
Requires Authentication UnlicensedLicensed
Chapter 1. Introduction
3 -
Requires Authentication UnlicensedLicensed
Chapter 2. Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research
19 - II. Multimodal Metaphor in Advertising
-
Requires Authentication UnlicensedLicensed
Chapter 3. Brand images: Multimodal metaphor in corporate branding messages
45 -
Requires Authentication UnlicensedLicensed
Chapter 4. Cutting across the senses: Imagery in winespeak and audiovisual promotion
73 -
Requires Authentication UnlicensedLicensed
Chapter 5. Interaction of multimodal metaphor and metonymy in TV commercials: Four case studies
95 -
Requires Authentication UnlicensedLicensed
Chapter 6. Nonverbal and multimodal manifestations of metaphors and metonymies: A case study
119 - III. Multimodal Metaphor in Political Cartoons
-
Requires Authentication UnlicensedLicensed
Chapter 7. Visual metaphor versus verbal metaphor: A unified account
147 -
Requires Authentication UnlicensedLicensed
Chapter 8. Metaphor in political cartoons: Exploring audience responses
173 -
Requires Authentication UnlicensedLicensed
Chapter 9. Image alignment in multimodal metaphor
197 -
Requires Authentication UnlicensedLicensed
Chapter 10. Visual metaphoric conceptualization in editorial cartoons
213 - IV. Metaphors of Emotion in Comics, Manga, and Animation
-
Requires Authentication UnlicensedLicensed
Chapter 11. Anger in Asterix: The metaphorical representation of anger in comics and animated films
243 -
Requires Authentication UnlicensedLicensed
Chapter 12. Pictorial metaphors of emotion in Japanese comics
265 - V. Metaphor in Spoken Language and Co-Speech Gesture
-
Requires Authentication UnlicensedLicensed
Chapter 13. Words, gestures, and beyond: Forms of multimodal metaphor in the use of spoken language
297 -
Requires Authentication UnlicensedLicensed
Chapter 14. Metonymy first, metaphor second: A cognitivesemiotic approach to multimodal figures of thought in co-speech gesture
329 - VI. Metaphor Involving Music and Sound
-
Requires Authentication UnlicensedLicensed
Chapter 15. Music, language, and multimodal metaphor
359 -
Requires Authentication UnlicensedLicensed
Chapter 16. The role of non-verbal sound and music in multimodal metaphor
383 - VII. Metaphor and Film
-
Requires Authentication UnlicensedLicensed
Chapter 17. Multimodal metaphor in classical film theory from the 1920s to the 1950s
403 -
Requires Authentication UnlicensedLicensed
Chapter 18. Multimodal expressions of the HUMAN VICTIM IS ANIMAL metaphor in horror films
429 -
Requires Authentication UnlicensedLicensed
Backmatter
451
-
Manufacturer information:
Walter de Gruyter GmbH
Genthiner Straße 13
10785 Berlin
productsafety@degruyterbrill.com
