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574015947 03 01 01 JB John Benjamins Publishing Company 01 JB code BCT 78 Eb 15 9789027268013 06 10.1075/bct.78 13 2015028826 DG 002 02 01 BCT 02 1874-0081 Benjamins Current Topics 78 <TitleType>01</TitleType> <TitleText textformat="02">Multimodality and Cognitive Linguistics</TitleText> 01 bct.78 01 https://benjamins.com 02 https://benjamins.com/catalog/bct.78 1 B01 María Jesús Pinar Sanz Pinar Sanz, María Jesús María Jesús Pinar Sanz University of Castilla-La Mancha 01 eng 222 x 212 LAN009000 v.2006 CFG 2 24 JB Subject Scheme LIN.COGN Cognition and language 24 JB Subject Scheme LIN.COGPSY Cognitive linguistics 24 JB Subject Scheme LIN.FUNCT Functional linguistics 24 JB Subject Scheme LIN.PRAG Pragmatics 24 JB Subject Scheme LIN.SEM Semiotics 24 JB Subject Scheme LIN.THEOR Theoretical linguistics 06 01 The aim of this volume is to advance our theoretical and empirical understanding of the relationship between Multimodality and Cognitive Linguistics. The innovative nature of the volume in relation to those existing in the field lies in the fact that it brings together contributions from three of the main approaches dealing with Multimodality – Cognitive Linguistics and multimodal metaphors (Forceville &#38; Urios Aparisi, 2009), social semiotics and systemic functional grammar and multimodal interactional analysis (Jewitt, 2009) –highlighting the importance of multimodal resources, and showing the close relationship between this field of study and Cognitive Linguistics applied to a variety of genres –ranging from comics, films, cartoons, picturebooks or visuals in tapestry to name a few. Originally published in <i>Review of Cognitive Linguistics</i> Vol. 11:2 (2013). 05 Multimodality has become one of the buzzwords not only in social semiotics, but also in cognitive linguistics. This trend is based on the insight that the way we communicate is deeply dependent on the various communicative modes we use in combination while trying to make ourselves better understandable. <br />The volume takes up this topic giving a very informative overview of the ongoing debates within the different disciplines and approaches. It tackles in particular the relations between social semiotics and cognitive linguistics suggesting thus a better interdisciplinary frame for future research. It is very well written, very informative and certainly a milestone on the way to a more unified research on multimodality. I would highly recommend it as a stimulating and illuminative piece of reading. Klaus Sachs-Hombach, University of Tübingen 05 The volume <i>Multimodality and Cognitive Linguistics</i> contains a rich variety of accounts of the different ways in which multimodality operates within Cognitive Linguistics, and thus constitutes a pioneering work in the field of multimodality. Ranging from Cognitive Linguistics and multimodal metaphors through social semiotics and systemic functional grammar to multimodal interactional analysis, the volume draws together lines of enquiry that have, until now ploughed separate furrows.<br />It is both broad in scope, with articles covering topics that range from historical linguistics through to present day branding issues, humour, and film, and theoretically innovative.<br /> Jeannette Littlemore, University of Birmingham 04 09 01 https://benjamins.com/covers/475/bct.78.png 04 03 01 https://benjamins.com/covers/475_jpg/9789027242662.jpg 04 03 01 https://benjamins.com/covers/475_tif/9789027242662.tif 06 09 01 https://benjamins.com/covers/1200_front/bct.78.hb.png 07 09 01 https://benjamins.com/covers/125/bct.78.png 25 09 01 https://benjamins.com/covers/1200_back/bct.78.hb.png 27 09 01 https://benjamins.com/covers/3d_web/bct.78.hb.png 10 01 JB code bct.78.00abo vii x 4 Miscellaneous 1 <TitleType>01</TitleType> <TitleText textformat="02">About the contributors</TitleText> 10 01 JB code bct.78.01pin 1 9 9 Article 2 <TitleType>01</TitleType> <TitleText textformat="02">Multimodality and Cognitive Linguistics</TitleText> <Subtitle textformat="02">Introduction</Subtitle> 1 A01 María Jesús Pinar Sanz Pinar Sanz, María Jesús María Jesús Pinar Sanz 20 Cognitive Linguistics 20 multimodal interactional analysis 20 multimodal metaphor 20 multimodality 20 systemic functional grammar 01 This volume includes 13 papers dealing with Multimodality and Cognitive Linguistics. The introduction provides an overview of three of the main approaches dealing with multimodality &#8211; Cognitive Linguistics and multimodal metaphors (Forceville &#38; Urios-Aparisi, 2009), social semiotics and systemic functional linguistics, and multimodal interactional analysis (Jewitt, 2009, p. 29). The paper summarizes the contributions to the volume, highlighting the main objectives and conclusions of each of the papers. 10 01 JB code bct.78.s1 Section header 3 <TitleType>01</TitleType> <TitleText textformat="02">Cognitive Linguistics and multimodal metaphor</TitleText> 10 01 JB code bct.78.02elr 13 26 14 Article 4 <TitleType>01</TitleType> <TitleText textformat="02">Cross-modal resonances in creative multimodal metaphors</TitleText> <Subtitle textformat="02">Breaking out of conceptual prisons</Subtitle> 1 A01 Elisabeth El Refaie El Refaie, Elisabeth Elisabeth El Refaie 20 advertisements 20 cartoons 20 comics 20 creativity 20 multimodal metaphor 20 social semiotics 01 This article uses examples of multimodal metaphors from three different genres in order to develop a new understanding of the nature of creativity in metaphor. I argue that multimodality provides distinctive opportunities for metaphor creativity by exploiting the unique affordances of the different semiotic modes and the possibility of combining them in unexpected ways. Such innovation at the level of representation may encourage novel thought patterns, I suggest, even in such cases where the underlying metaphorical mappings are relatively conventional. The notion of &#8220;cross-modal resonances&#8221; is introduced to emphasize the role of unconscious, preverbal, intuitive understanding and the emotions in producing and interpreting creative multimodal metaphors. 10 01 JB code bct.78.03for 27 44 18 Article 5 <TitleType>01</TitleType> <TitleText textformat="02">Metaphor and symbol</TitleText> <Subtitle textformat="02">SEARCHING FOR ONE&#8217;S IDENTITY IS LOOKING FOR A HOME in animation film</Subtitle> 1 A01 Charles Forceville Forceville, Charles Charles Forceville 20 animation film 20 conceptual metaphor 20 life is a journey 20 multimodality 20 source-path-goal 20 symbolism 01 The quickly growing discipline of multimodality has hitherto primarily found its inspirational models in semiotics and in Systemic Functional Linguistics. However, Cognitive Linguistics, and specifically its Conceptual Metaphor Theory branch, has over the past years proved a store of knowledge and methods of analysis that can benefit the further advance of the young discipline. In this paper the metaphor searching for one&#8217;s identity is looking for a home in animation films is examined. It is shown that (a) analysing this metaphor presupposes understanding &#8220;home&#8221; as a symbol; (b) animation has medium-specific affordances to implement the metaphor; (c) the metaphor combines embodied and cultural dimensions. 10 01 JB code bct.78.04dia 45 60 16 Article 6 <TitleType>01</TitleType> <TitleText textformat="02">Woven emotions</TitleText> <Subtitle textformat="02">Visual representations of emotions in medieval English textiles</Subtitle> 1 A01 Javier E. Díaz-Vera Díaz-Vera, Javier E. Javier E. Díaz-Vera 20 emotions 20 metaphor 20 Old English 20 pictorial runes 20 textiles 20 visual representation 01 Following Forceville (2005, 2011), in this paper I show that the same conceptual models underlie the expression of Old English emotions in both the language and the visual modes. K&#246;vecses (2000, 2005) and Stefanowitsch (2004, 2006) have shown that verbal expressions and idioms used to describe emotions can be traced back to a limited number of conceptual metaphors. In the light of these findings, I will analyze here the pictorial representations of emotions in the Bayeux Tapestry, an 11th century embroidered cloth that narrates and depicts the events that led up to the Norman Conquest of England and the invasion itself. The tapestry, which has been described as an example of early narrative art (McCloud, 1993, pp. 12&#8211;14), shows hundreds of human figures in an astounding range of poses and circumstances. My analysis of the set of pictorial signals used in the Anglo-Norman Bayeux Tapestry to represent emotion types such as &#8216;anger&#8217;, &#8216;grief&#8217; and &#8216;fear&#8217; shows that (1) Anglo-Norman artists used a well-organized set of visual stimuli to convey emotion-related meanings in a patterned way, that (2) the same idealised conceptual models are shared by verbal and visual modalities, and that (3)&#160;whereas verbal expressions of emotions regularly draw on non-embodied, behavioural concepts, visual representations show a clear preference for embodied container concepts. 10 01 JB code bct.78.05per 61 78 18 Article 7 <TitleType>01</TitleType> <TitleText textformat="02">Approaching the utopia of a global brand</TitleText> <Subtitle textformat="02">The relevance of image schemas as multimodal resources for the branding industry</Subtitle> 1 A01 Lorena Pérez-Hernández Pérez-Hernández, Lorena Lorena Pérez-Hernández 20 branding 20 Cognitive Linguistics 20 image schemas 20 metaphor 20 metonymy 01 Increasingly global markets impose strains on the branding industry for the design of trademarks with a worldwide appeal. This paper explores the potential benefits of the exploitation of embodied schemata for this purpose. A corpus of international automobile brands is analyzed in search of the image schemas at work in the conceptualization of different car categories (i.e. minis, family cars, sports cars, and off-road 4 &#215; 4s). Our findings evince that, together with other well-known strategies (i.e. sound symbolism), multimodal image schemas can be added to the inventory of branding tools which help to imbue brands with a globally comprehensible semantics. In the context of branding, it is also attested that the structure of the general schemas is fleshed out through their interaction with the most salient attributes of the target product/service named by a particular brand, rather than in relation to other contextual or cultural facts. 10 01 JB code bct.78.06pop 79 95 17 Article 8 <TitleType>01</TitleType> <TitleText textformat="02">Multimodal metaphors in political entertainment</TitleText> 1 A01 Diana Elena Popa Popa, Diana Elena Diana Elena Popa 20 cognitive mechanisms 20 multimodal metaphor 20 political cartoons 01 Metaphor is one of the primary ways we accommodate and assimilate information and experience into our conceptual organization of the world. The present study investigates the internal cognitive mechanisms of multimodal-metaphor construction in the television genre of animated political cartoons. Taking a cognitive-semantic approach, we analyze how zoomorphs are constructed by the audience when they first appear. The study concludes by describing the potential of multimodal-metaphor analysis as a methodological tool. 10 01 JB code bct.78.s2 Section header 9 <TitleType>01</TitleType> <TitleText textformat="02">Multimodality, Cognitive and Systemic Functional Linguistics</TitleText> 10 01 JB code bct.78.07fen 99 114 16 Article 10 <TitleType>01</TitleType> <TitleText textformat="02">The visual representation of metaphor</TitleText> <TitlePrefix>The </TitlePrefix> <TitleWithoutPrefix textformat="02">visual representation of metaphor</TitleWithoutPrefix> <Subtitle textformat="02">A social semiotic approach</Subtitle> 1 A01 Dezheng Feng Feng, Dezheng Dezheng Feng 2 A01 Kay L. O’Halloran O’Halloran, Kay L. Kay L. O’Halloran 20 conceptual metaphor theory 20 metafunctions 20 social semiotics 20 visual grammar 20 visual metaphor 01 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&#8217;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. 10 01 JB code bct.78.08moy 115 130 16 Article 11 <TitleType>01</TitleType> <TitleText textformat="02">Visual metonymy in children&#8217;s picture books</TitleText> 1 A01 Aresenio Jesús Moya-Guijarro Moya-Guijarro, Aresenio Jesús Aresenio Jesús Moya-Guijarro 20 multimodality 20 picture books 20 systemic functional linguistics 20 visual metonymy 01 This article aims to explore how the use of visual metonymies in picture books contributes to children&#8217;s understanding of stories and, in turn, attracts their attention towards relevant aspects of the plot. The two picture books selected for analysis are Gorilla, by Browne and The Tale of Peter Rabbit, by Potter, intended for children under 9 years of age. A multimodal and cognitive perspective is adopted here to apply the non-verbal trope of visual metonymy to the two picture books that form the sample texts (Forceville, 2009, 2010; Forceville &#38; Urios-Aparisi, 2009). The results of the analysis show that visual metonymies are essentially used in children&#8217;s tales to create narrative tension in certain stages of the plot and, in turn, to establish a bond between the represented participants and the child-viewer. 10 01 JB code bct.78.09bat 131 146 16 Article 12 <TitleType>01</TitleType> <TitleText textformat="02">The establishment of interpretative expectations in film</TitleText> <TitlePrefix>The </TitlePrefix> <TitleWithoutPrefix textformat="02">establishment of interpretative expectations in film</TitleWithoutPrefix> 1 A01 John A. Bateman Bateman, John A. John A. Bateman 2 A01 Chiaoi Tseng Tseng, Chiaoi Chiaoi Tseng 20 film 20 film beginnings 20 filmic discourse 20 interpretation 20 text organisation 20 thematic structure 01 In this paper we show that some notions from the textual organisation of verbal texts appear also to give insights to the organisation of films. In particular, the beginnings of films are suggested to operate as indicators of those films&#8217; &#8216;method of development&#8217; and so serve to set up expectations for guiding hypotheses and selective attention during film viewing. By means of a small exploratory study, we demonstrate that film beginnings exhibit differing organisational features that correlate with the overall narrative strategies pursued in the films as a whole. These features may then function as useful indicators for viewers concerning just what interpretative challenges they will face later in the film. 10 01 JB code bct.78.10alo 147 164 18 Article 13 <TitleType>01</TitleType> <TitleText textformat="02">Multimodal digital storytelling</TitleText> <Subtitle textformat="02">Integrating information, emotion and social cognition</Subtitle> 1 A01 Isabel Alonso Alonso, Isabel Isabel Alonso 2 A01 Silvia Molina Plaza Molina Plaza, Silvia Silvia Molina Plaza 3 A01 Maria Dolores Porto Porto, Maria Dolores Maria Dolores Porto 20 conceptual integration 20 digital storytelling 20 mental spaces 20 multimodality 20 narrative 01 Digital stories are a very recent multimedia practice by which ordinary people construct short narratives on personal affairs combining voice, images and sometimes music. This paper contributes to the description of this new emergent genre from both a multimodal and a cognitive point of view, by exploring how diverse semiotic channels in digital storytelling provide different kinds of information (factual, emotional, cultural, etc.) which are finally integrated to construct the global meaning of the narrative. For this purpose, we combine Kress and Van Leeuwen&#8217;s (1996) scholarly work related to multimodal representation, with the use of some notions of the Mental Spaces and Conceptual Integration theory (Dancygier, 2008; Fauconnier &#38; Turner, 2002). The results of this study are of interest to those concerned with the representational and communicational modes of semiotic resources in storytelling. 10 01 JB code bct.78.s3 Section header 14 <TitleType>01</TitleType> <TitleText textformat="02">Cognitive Linguistics and multimodal interaction</TitleText> 10 01 JB code bct.78.11lop 167 180 14 Article 15 <TitleType>01</TitleType> <TitleText textformat="02">Intermedial cognitive semiotics</TitleText> <Subtitle textformat="02">Some examples of multimodal cueing in virtual environments</Subtitle> 1 A01 Asunción López-Varela López-Varela, Asunción Asunción López-Varela 20 Al Davison 20 Annie Abrahams 20 cognitive semiotics 20 deictic cueing 20 intermedial studies 01 In this chapter, intermediality is explored from an interdisciplinary perspective that uses neuroscience as well as cognitive-semiotic concerns and insights from online digital communication, presenting it as a process where biophysical, technological, and interpersonal factors interact. Shared attention as well as spatial and temporal cueing &#8211; eye contact and the sonic modality &#8211; are explored from a task-oriented and social interactive dimension. The spatiotemporal impact of the mediating context is highlighted by moving from the role of visual cueing, in a brief reference to Al Davison&#8217;s autobiographical graphic novel The spiral cage, to a more detailed analysis of Annie Abrahams&#8217; (2010) online project A fragmented relation, where cueing is dependent not just on spatial frames but also on the temporal dynamics introduced by the aural dimension recorded in an online environment. The paper tangentially touches upon the role of affect in communication. 10 01 JB code bct.78.12att 181 194 14 Article 16 <TitleType>01</TitleType> <TitleText textformat="02">Multimodality in Conversational Humor</TitleText> 1 A01 Salvatore Attardo Attardo, Salvatore Salvatore Attardo 2 A01 Lucy Pickering Pickering, Lucy Lucy Pickering 3 A01 Fofo Lomotey Lomotey, Fofo Fofo Lomotey 4 A01 Shigehito Menjo Menjo, Shigehito Shigehito Menjo 20 conversation 20 humor 20 laughter 20 multimodality 20 prosody 20 smiling 01 The paper presents the analysis of the humor found in four dyadic conversations. The results of the conversational data match those of previous studies (Pickering et al., 2009): no differences were found in volume or speech-rate between humorous pause units and non-humorous ones. Similarly, pauses were not found to mark humorous turns. However, the result that punch-lines showed lower pitch than non-humorous parts of the text was not replicated: humorous pause units showed no significant differences in pitch from non-humorous ones. Smiling is found to mark humor only in a general sense of &#8220;setting the frame&#8221; and is not integrated (i.e., co-extensive) with the humor. 10 01 JB code bct.78.13cie 195 209 15 Article 17 <TitleType>01</TitleType> <TitleText textformat="02">Image schemas and mimetic schemas in cognitive linguistics and gesture studies</TitleText> 1 A01 Alan Cienki Cienki, Alan Alan Cienki 20 gesture 20 image schema 20 metaphor 20 mimetic schema 01 Image schemas have been a fundamental construct in cognitive linguistics, providing grounds for psychological, philosophical, as well as linguistic research. Given the focus in cognitive linguistics on embodied experience as a fundamental basis for language structure and meaning, the employment of image schemas in the analysis of gesture with speech is a logical extension. However, given their level of abstraction, to what degree do image schemas provide a useful explanatory tool for researching the concrete, physically embodied details of gestures? This article considers the answer to this question and then turns to a more recent theoretical development that complements the picture by encompassing a different realm of cognitive and linguistic phenomena. This research, on &#8216;mimetic schemas&#8217;, is shown to have great potential for thinking about some known phenomena of gesture in a new way. Schema research on these different levels thus provides a useful means to analyze behavior in another modality involved in spoken language use, namely the visual. 10 01 JB code bct.78.14ind 211 212 2 Miscellaneous 18 <TitleType>01</TitleType> <TitleText textformat="02">Index</TitleText> 02 JBENJAMINS John Benjamins Publishing Company 01 John Benjamins Publishing Company Amsterdam/Philadelphia NL 04 20151015 2015 John Benjamins B.V. 02 WORLD 13 15 9789027242662 01 JB 3 John Benjamins e-Platform 03 jbe-platform.com 09 WORLD 21 01 00 90.00 EUR R 01 00 76.00 GBP Z 01 gen 00 135.00 USD S 98015946 03 01 01 JB John Benjamins Publishing Company 01 JB code BCT 78 Hb 15 9789027242662 13 2015021640 BB 01 BCT 02 1874-0081 Benjamins Current Topics 78 <TitleType>01</TitleType> <TitleText textformat="02">Multimodality and Cognitive Linguistics</TitleText> 01 bct.78 01 https://benjamins.com 02 https://benjamins.com/catalog/bct.78 1 B01 María Jesús Pinar Sanz Pinar Sanz, María Jesús María Jesús Pinar Sanz University of Castilla-La Mancha 01 eng 222 x 212 LAN009000 v.2006 CFG 2 24 JB Subject Scheme LIN.COGN Cognition and language 24 JB Subject Scheme LIN.COGPSY Cognitive linguistics 24 JB Subject Scheme LIN.FUNCT Functional linguistics 24 JB Subject Scheme LIN.PRAG Pragmatics 24 JB Subject Scheme LIN.SEM Semiotics 24 JB Subject Scheme LIN.THEOR Theoretical linguistics 06 01 The aim of this volume is to advance our theoretical and empirical understanding of the relationship between Multimodality and Cognitive Linguistics. The innovative nature of the volume in relation to those existing in the field lies in the fact that it brings together contributions from three of the main approaches dealing with Multimodality – Cognitive Linguistics and multimodal metaphors (Forceville &#38; Urios Aparisi, 2009), social semiotics and systemic functional grammar and multimodal interactional analysis (Jewitt, 2009) –highlighting the importance of multimodal resources, and showing the close relationship between this field of study and Cognitive Linguistics applied to a variety of genres –ranging from comics, films, cartoons, picturebooks or visuals in tapestry to name a few. Originally published in <i>Review of Cognitive Linguistics</i> Vol. 11:2 (2013). 05 Multimodality has become one of the buzzwords not only in social semiotics, but also in cognitive linguistics. This trend is based on the insight that the way we communicate is deeply dependent on the various communicative modes we use in combination while trying to make ourselves better understandable. <br />The volume takes up this topic giving a very informative overview of the ongoing debates within the different disciplines and approaches. It tackles in particular the relations between social semiotics and cognitive linguistics suggesting thus a better interdisciplinary frame for future research. It is very well written, very informative and certainly a milestone on the way to a more unified research on multimodality. I would highly recommend it as a stimulating and illuminative piece of reading. Klaus Sachs-Hombach, University of Tübingen 05 The volume <i>Multimodality and Cognitive Linguistics</i> contains a rich variety of accounts of the different ways in which multimodality operates within Cognitive Linguistics, and thus constitutes a pioneering work in the field of multimodality. Ranging from Cognitive Linguistics and multimodal metaphors through social semiotics and systemic functional grammar to multimodal interactional analysis, the volume draws together lines of enquiry that have, until now ploughed separate furrows.<br />It is both broad in scope, with articles covering topics that range from historical linguistics through to present day branding issues, humour, and film, and theoretically innovative.<br /> Jeannette Littlemore, University of Birmingham 04 09 01 https://benjamins.com/covers/475/bct.78.png 04 03 01 https://benjamins.com/covers/475_jpg/9789027242662.jpg 04 03 01 https://benjamins.com/covers/475_tif/9789027242662.tif 06 09 01 https://benjamins.com/covers/1200_front/bct.78.hb.png 07 09 01 https://benjamins.com/covers/125/bct.78.png 25 09 01 https://benjamins.com/covers/1200_back/bct.78.hb.png 27 09 01 https://benjamins.com/covers/3d_web/bct.78.hb.png 10 01 JB code bct.78.00abo vii x 4 Miscellaneous 1 <TitleType>01</TitleType> <TitleText textformat="02">About the contributors</TitleText> 10 01 JB code bct.78.01pin 1 9 9 Article 2 <TitleType>01</TitleType> <TitleText textformat="02">Multimodality and Cognitive Linguistics</TitleText> <Subtitle textformat="02">Introduction</Subtitle> 1 A01 María Jesús Pinar Sanz Pinar Sanz, María Jesús María Jesús Pinar Sanz 20 Cognitive Linguistics 20 multimodal interactional analysis 20 multimodal metaphor 20 multimodality 20 systemic functional grammar 01 This volume includes 13 papers dealing with Multimodality and Cognitive Linguistics. The introduction provides an overview of three of the main approaches dealing with multimodality &#8211; Cognitive Linguistics and multimodal metaphors (Forceville &#38; Urios-Aparisi, 2009), social semiotics and systemic functional linguistics, and multimodal interactional analysis (Jewitt, 2009, p. 29). The paper summarizes the contributions to the volume, highlighting the main objectives and conclusions of each of the papers. 10 01 JB code bct.78.s1 Section header 3 <TitleType>01</TitleType> <TitleText textformat="02">Cognitive Linguistics and multimodal metaphor</TitleText> 10 01 JB code bct.78.02elr 13 26 14 Article 4 <TitleType>01</TitleType> <TitleText textformat="02">Cross-modal resonances in creative multimodal metaphors</TitleText> <Subtitle textformat="02">Breaking out of conceptual prisons</Subtitle> 1 A01 Elisabeth El Refaie El Refaie, Elisabeth Elisabeth El Refaie 20 advertisements 20 cartoons 20 comics 20 creativity 20 multimodal metaphor 20 social semiotics 01 This article uses examples of multimodal metaphors from three different genres in order to develop a new understanding of the nature of creativity in metaphor. I argue that multimodality provides distinctive opportunities for metaphor creativity by exploiting the unique affordances of the different semiotic modes and the possibility of combining them in unexpected ways. Such innovation at the level of representation may encourage novel thought patterns, I suggest, even in such cases where the underlying metaphorical mappings are relatively conventional. The notion of &#8220;cross-modal resonances&#8221; is introduced to emphasize the role of unconscious, preverbal, intuitive understanding and the emotions in producing and interpreting creative multimodal metaphors. 10 01 JB code bct.78.03for 27 44 18 Article 5 <TitleType>01</TitleType> <TitleText textformat="02">Metaphor and symbol</TitleText> <Subtitle textformat="02">SEARCHING FOR ONE&#8217;S IDENTITY IS LOOKING FOR A HOME in animation film</Subtitle> 1 A01 Charles Forceville Forceville, Charles Charles Forceville 20 animation film 20 conceptual metaphor 20 life is a journey 20 multimodality 20 source-path-goal 20 symbolism 01 The quickly growing discipline of multimodality has hitherto primarily found its inspirational models in semiotics and in Systemic Functional Linguistics. However, Cognitive Linguistics, and specifically its Conceptual Metaphor Theory branch, has over the past years proved a store of knowledge and methods of analysis that can benefit the further advance of the young discipline. In this paper the metaphor searching for one&#8217;s identity is looking for a home in animation films is examined. It is shown that (a) analysing this metaphor presupposes understanding &#8220;home&#8221; as a symbol; (b) animation has medium-specific affordances to implement the metaphor; (c) the metaphor combines embodied and cultural dimensions. 10 01 JB code bct.78.04dia 45 60 16 Article 6 <TitleType>01</TitleType> <TitleText textformat="02">Woven emotions</TitleText> <Subtitle textformat="02">Visual representations of emotions in medieval English textiles</Subtitle> 1 A01 Javier E. Díaz-Vera Díaz-Vera, Javier E. Javier E. Díaz-Vera 20 emotions 20 metaphor 20 Old English 20 pictorial runes 20 textiles 20 visual representation 01 Following Forceville (2005, 2011), in this paper I show that the same conceptual models underlie the expression of Old English emotions in both the language and the visual modes. K&#246;vecses (2000, 2005) and Stefanowitsch (2004, 2006) have shown that verbal expressions and idioms used to describe emotions can be traced back to a limited number of conceptual metaphors. In the light of these findings, I will analyze here the pictorial representations of emotions in the Bayeux Tapestry, an 11th century embroidered cloth that narrates and depicts the events that led up to the Norman Conquest of England and the invasion itself. The tapestry, which has been described as an example of early narrative art (McCloud, 1993, pp. 12&#8211;14), shows hundreds of human figures in an astounding range of poses and circumstances. My analysis of the set of pictorial signals used in the Anglo-Norman Bayeux Tapestry to represent emotion types such as &#8216;anger&#8217;, &#8216;grief&#8217; and &#8216;fear&#8217; shows that (1) Anglo-Norman artists used a well-organized set of visual stimuli to convey emotion-related meanings in a patterned way, that (2) the same idealised conceptual models are shared by verbal and visual modalities, and that (3)&#160;whereas verbal expressions of emotions regularly draw on non-embodied, behavioural concepts, visual representations show a clear preference for embodied container concepts. 10 01 JB code bct.78.05per 61 78 18 Article 7 <TitleType>01</TitleType> <TitleText textformat="02">Approaching the utopia of a global brand</TitleText> <Subtitle textformat="02">The relevance of image schemas as multimodal resources for the branding industry</Subtitle> 1 A01 Lorena Pérez-Hernández Pérez-Hernández, Lorena Lorena Pérez-Hernández 20 branding 20 Cognitive Linguistics 20 image schemas 20 metaphor 20 metonymy 01 Increasingly global markets impose strains on the branding industry for the design of trademarks with a worldwide appeal. This paper explores the potential benefits of the exploitation of embodied schemata for this purpose. A corpus of international automobile brands is analyzed in search of the image schemas at work in the conceptualization of different car categories (i.e. minis, family cars, sports cars, and off-road 4 &#215; 4s). Our findings evince that, together with other well-known strategies (i.e. sound symbolism), multimodal image schemas can be added to the inventory of branding tools which help to imbue brands with a globally comprehensible semantics. In the context of branding, it is also attested that the structure of the general schemas is fleshed out through their interaction with the most salient attributes of the target product/service named by a particular brand, rather than in relation to other contextual or cultural facts. 10 01 JB code bct.78.06pop 79 95 17 Article 8 <TitleType>01</TitleType> <TitleText textformat="02">Multimodal metaphors in political entertainment</TitleText> 1 A01 Diana Elena Popa Popa, Diana Elena Diana Elena Popa 20 cognitive mechanisms 20 multimodal metaphor 20 political cartoons 01 Metaphor is one of the primary ways we accommodate and assimilate information and experience into our conceptual organization of the world. The present study investigates the internal cognitive mechanisms of multimodal-metaphor construction in the television genre of animated political cartoons. Taking a cognitive-semantic approach, we analyze how zoomorphs are constructed by the audience when they first appear. The study concludes by describing the potential of multimodal-metaphor analysis as a methodological tool. 10 01 JB code bct.78.s2 Section header 9 <TitleType>01</TitleType> <TitleText textformat="02">Multimodality, Cognitive and Systemic Functional Linguistics</TitleText> 10 01 JB code bct.78.07fen 99 114 16 Article 10 <TitleType>01</TitleType> <TitleText textformat="02">The visual representation of metaphor</TitleText> <TitlePrefix>The </TitlePrefix> <TitleWithoutPrefix textformat="02">visual representation of metaphor</TitleWithoutPrefix> <Subtitle textformat="02">A social semiotic approach</Subtitle> 1 A01 Dezheng Feng Feng, Dezheng Dezheng Feng 2 A01 Kay L. O’Halloran O’Halloran, Kay L. Kay L. O’Halloran 20 conceptual metaphor theory 20 metafunctions 20 social semiotics 20 visual grammar 20 visual metaphor 01 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&#8217;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. 10 01 JB code bct.78.08moy 115 130 16 Article 11 <TitleType>01</TitleType> <TitleText textformat="02">Visual metonymy in children&#8217;s picture books</TitleText> 1 A01 Aresenio Jesús Moya-Guijarro Moya-Guijarro, Aresenio Jesús Aresenio Jesús Moya-Guijarro 20 multimodality 20 picture books 20 systemic functional linguistics 20 visual metonymy 01 This article aims to explore how the use of visual metonymies in picture books contributes to children&#8217;s understanding of stories and, in turn, attracts their attention towards relevant aspects of the plot. The two picture books selected for analysis are Gorilla, by Browne and The Tale of Peter Rabbit, by Potter, intended for children under 9 years of age. A multimodal and cognitive perspective is adopted here to apply the non-verbal trope of visual metonymy to the two picture books that form the sample texts (Forceville, 2009, 2010; Forceville &#38; Urios-Aparisi, 2009). The results of the analysis show that visual metonymies are essentially used in children&#8217;s tales to create narrative tension in certain stages of the plot and, in turn, to establish a bond between the represented participants and the child-viewer. 10 01 JB code bct.78.09bat 131 146 16 Article 12 <TitleType>01</TitleType> <TitleText textformat="02">The establishment of interpretative expectations in film</TitleText> <TitlePrefix>The </TitlePrefix> <TitleWithoutPrefix textformat="02">establishment of interpretative expectations in film</TitleWithoutPrefix> 1 A01 John A. Bateman Bateman, John A. John A. Bateman 2 A01 Chiaoi Tseng Tseng, Chiaoi Chiaoi Tseng 20 film 20 film beginnings 20 filmic discourse 20 interpretation 20 text organisation 20 thematic structure 01 In this paper we show that some notions from the textual organisation of verbal texts appear also to give insights to the organisation of films. In particular, the beginnings of films are suggested to operate as indicators of those films&#8217; &#8216;method of development&#8217; and so serve to set up expectations for guiding hypotheses and selective attention during film viewing. By means of a small exploratory study, we demonstrate that film beginnings exhibit differing organisational features that correlate with the overall narrative strategies pursued in the films as a whole. These features may then function as useful indicators for viewers concerning just what interpretative challenges they will face later in the film. 10 01 JB code bct.78.10alo 147 164 18 Article 13 <TitleType>01</TitleType> <TitleText textformat="02">Multimodal digital storytelling</TitleText> <Subtitle textformat="02">Integrating information, emotion and social cognition</Subtitle> 1 A01 Isabel Alonso Alonso, Isabel Isabel Alonso 2 A01 Silvia Molina Plaza Molina Plaza, Silvia Silvia Molina Plaza 3 A01 Maria Dolores Porto Porto, Maria Dolores Maria Dolores Porto 20 conceptual integration 20 digital storytelling 20 mental spaces 20 multimodality 20 narrative 01 Digital stories are a very recent multimedia practice by which ordinary people construct short narratives on personal affairs combining voice, images and sometimes music. This paper contributes to the description of this new emergent genre from both a multimodal and a cognitive point of view, by exploring how diverse semiotic channels in digital storytelling provide different kinds of information (factual, emotional, cultural, etc.) which are finally integrated to construct the global meaning of the narrative. For this purpose, we combine Kress and Van Leeuwen&#8217;s (1996) scholarly work related to multimodal representation, with the use of some notions of the Mental Spaces and Conceptual Integration theory (Dancygier, 2008; Fauconnier &#38; Turner, 2002). The results of this study are of interest to those concerned with the representational and communicational modes of semiotic resources in storytelling. 10 01 JB code bct.78.s3 Section header 14 <TitleType>01</TitleType> <TitleText textformat="02">Cognitive Linguistics and multimodal interaction</TitleText> 10 01 JB code bct.78.11lop 167 180 14 Article 15 <TitleType>01</TitleType> <TitleText textformat="02">Intermedial cognitive semiotics</TitleText> <Subtitle textformat="02">Some examples of multimodal cueing in virtual environments</Subtitle> 1 A01 Asunción López-Varela López-Varela, Asunción Asunción López-Varela 20 Al Davison 20 Annie Abrahams 20 cognitive semiotics 20 deictic cueing 20 intermedial studies 01 In this chapter, intermediality is explored from an interdisciplinary perspective that uses neuroscience as well as cognitive-semiotic concerns and insights from online digital communication, presenting it as a process where biophysical, technological, and interpersonal factors interact. Shared attention as well as spatial and temporal cueing &#8211; eye contact and the sonic modality &#8211; are explored from a task-oriented and social interactive dimension. The spatiotemporal impact of the mediating context is highlighted by moving from the role of visual cueing, in a brief reference to Al Davison&#8217;s autobiographical graphic novel The spiral cage, to a more detailed analysis of Annie Abrahams&#8217; (2010) online project A fragmented relation, where cueing is dependent not just on spatial frames but also on the temporal dynamics introduced by the aural dimension recorded in an online environment. The paper tangentially touches upon the role of affect in communication. 10 01 JB code bct.78.12att 181 194 14 Article 16 <TitleType>01</TitleType> <TitleText textformat="02">Multimodality in Conversational Humor</TitleText> 1 A01 Salvatore Attardo Attardo, Salvatore Salvatore Attardo 2 A01 Lucy Pickering Pickering, Lucy Lucy Pickering 3 A01 Fofo Lomotey Lomotey, Fofo Fofo Lomotey 4 A01 Shigehito Menjo Menjo, Shigehito Shigehito Menjo 20 conversation 20 humor 20 laughter 20 multimodality 20 prosody 20 smiling 01 The paper presents the analysis of the humor found in four dyadic conversations. The results of the conversational data match those of previous studies (Pickering et al., 2009): no differences were found in volume or speech-rate between humorous pause units and non-humorous ones. Similarly, pauses were not found to mark humorous turns. However, the result that punch-lines showed lower pitch than non-humorous parts of the text was not replicated: humorous pause units showed no significant differences in pitch from non-humorous ones. Smiling is found to mark humor only in a general sense of &#8220;setting the frame&#8221; and is not integrated (i.e., co-extensive) with the humor. 10 01 JB code bct.78.13cie 195 209 15 Article 17 <TitleType>01</TitleType> <TitleText textformat="02">Image schemas and mimetic schemas in cognitive linguistics and gesture studies</TitleText> 1 A01 Alan Cienki Cienki, Alan Alan Cienki 20 gesture 20 image schema 20 metaphor 20 mimetic schema 01 Image schemas have been a fundamental construct in cognitive linguistics, providing grounds for psychological, philosophical, as well as linguistic research. Given the focus in cognitive linguistics on embodied experience as a fundamental basis for language structure and meaning, the employment of image schemas in the analysis of gesture with speech is a logical extension. However, given their level of abstraction, to what degree do image schemas provide a useful explanatory tool for researching the concrete, physically embodied details of gestures? This article considers the answer to this question and then turns to a more recent theoretical development that complements the picture by encompassing a different realm of cognitive and linguistic phenomena. This research, on &#8216;mimetic schemas&#8217;, is shown to have great potential for thinking about some known phenomena of gesture in a new way. Schema research on these different levels thus provides a useful means to analyze behavior in another modality involved in spoken language use, namely the visual. 10 01 JB code bct.78.14ind 211 212 2 Miscellaneous 18 <TitleType>01</TitleType> <TitleText textformat="02">Index</TitleText> 02 JBENJAMINS John Benjamins Publishing Company 01 John Benjamins Publishing Company Amsterdam/Philadelphia NL 04 20151015 2015 John Benjamins B.V. 02 WORLD 08 550 gr 01 JB 1 John Benjamins Publishing Company +31 20 6304747 +31 20 6739773 bookorder@benjamins.nl 01 https://benjamins.com 01 WORLD US CA MX 21 19 28 01 02 JB 1 00 90.00 EUR R 02 02 JB 1 00 95.40 EUR R 01 JB 10 bebc +44 1202 712 934 +44 1202 712 913 sales@bebc.co.uk 03 GB 21 28 02 02 JB 1 00 76.00 GBP Z 01 JB 2 John Benjamins North America +1 800 562-5666 +1 703 661-1501 benjamins@presswarehouse.com 01 https://benjamins.com 01 US CA MX 21 1 28 01 gen 02 JB 1 00 135.00 USD