Multimodal Metaphor 1st Edition by Eduardo Urios-Aparisi Charles Forceville ISBN 978-3110205152 3110205157
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Product details:
ISBN 10:3110205157
ISBN 13: 978-3110205152
Author: Eduardo Urios-Aparisi Charles J. Forceville
“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.
Table of contents:
I. Setting the Scene
Chapter 1
Introduction
Charles Forceville and Eduardo Urios-Aparisi
Chapter 2
Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research
Charles Forceville
II. Multimodal Metaphor in Advertising
Chapter 3
Brand images: Multimodal metaphor in corporate branding
messages
Veronika Kdler
Chapter 4
Cutting across the senses: Imagery in winespeak and audiovisual promotion
Rosario Caballero
Chapter 5
Interaction of multimodal metaphor and metonymy in TV commercials: Four case studies
Eduardo Urios-Aparisi
Chapter 6
Nonverbal and multimodal manifestation of metaphors and metonymies: A case study
Ning Yu.
III. Multimodal Metaphor in Political Cartoons
Chapter 7
Visual metaphor versus verbal metaphor: A unified account Francisco Yus..
Chapter 8
Metaphor in political cartoons Exploring audience responses Elizabeth El Refaie..
Chapter 9
Image alignment in multimodal metaphor Norman Y. Teng.
Chapter 10
Visual metaphoric conceptualization in editorial cartoons Joost Schilperoord and Alfons Maes.
IV. Metaphors of Emption in Conics, Manga, and Animation
Chapter 11
Anger in Asterix: The metaphorical representation of anger in comics and animated films Bart Eerden.
Chapter 12
Pictorial metaphors of emotion in Japanese comics Kazuko Shinohara and Yoshihiro Matsunaka..
V. Metaphor in Spoken Language and Co-Speech Gesture
Chapter 13
Words, gestures, and beyond Forms of multimodal metaphor in the use of spoken language Cornelia Müller and Alan Cienki
Chapter 14
Metonymy first, metaphor second: A cognitive-semiotic approach to multimodal figures of thought in co-speech gesture Irene Mittelberg and Linda R. Waugh
VI. Metaphor Involving Music and Sound
Chapter 15
Music, language, and multimodal metaphor
Lawrence M. Zhikowski
Chapter 16
The role of non-verbal sound and music in multimodal metaphor Charles Forceville.
VII. Metaphor and Film
Chapter 17
Multimodal metaphor in classical film theory from the 1920s to the 1950s
Mats Rohdin.
Chapter 18
Multimodal expressions of the HUMAN VICTIM IS ANIMAL metaphor in horror films
Gunnar Theodór Eggertsson and Charles Foræville.
Subject index..
Author index.
Metaphor and metonymy index.
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Tags: Eduardo Urios-Aparisi Charles Forceville, Multimodal Metaphor