Multimodal Metaphor and Metonymy in Advertising

| Universidad Politécnica of Madrid
ISBN 9789027209863 | EUR 95.00 | USD 143.00
ISBN 9789027264671 | EUR 95.00 | USD 143.00
Metaphor and metonymy appeal to us because they evoke mental images in unique but still recognisable ways. The potential for figurative thought exists in everyone, and it pervades our everyday social interactions. In particular, advertising offers countless opportunities to explore the way in which people think creatively through metaphor and metonymy. The thorough analysis of a corpus of 210 authentic printed advertisements shows the central role of multimodal metaphor, metonymy, and their patterns of interaction, at the heart of advertising campaigns. This book is the first in-depth research monograph to bring together qualitative and quantitative evidence of metaphor-metonymy combinations in real multimodal discourse. It combines detailed case study analyses with corpus-based analysis and psycholinguistic enquiry to provide the reader with a prismatic approach to the topic of figurative language in multimodal advertising. Besides its theoretical contribution to the field of multimodal figurative language, this monograph has a wide number of practical applications due to its focus on advertising and the communicative impact of creative messages on consumers. This book will pave the way for further qualitative and quantitative research on the ways in which figurative language shapes multimodal discourse, and how it relates to our everyday creative thinking.
[Figurative Thought and Language, 2]  2017.  vii, 232 pp.
Publishing status: Available
Table of Contents
“This volume constitutes a much-needed and valuable contribution to the literature on figurative communication in advertising. It provides astonishing breath of coverage and contains original insights into the ways in which metaphor and metonymy interact in advertisements to create and convey the desired messages. It reports new findings, all of which are based on extensive studies of authentic data. Consideration is also given to cross-cultural variation, whose importance is increasingly acknowledged in the field. The book will be essential reading for anyone interested in the ways in which figurative communication can and should be employed in advertising. It will be of significant interest to both academics and professionals.”
“In a highly innovative way, this book combines empirical and qualitative analytical tools and integrates insights from various disciplines to cast light on a multifaceted (and by no means uncontroversial) area of communication theory: the role of complex figurative thinking in multimodal communication. This is certainly a ground-breaking study with important implications for communication studies both at the theoretical and applied levels.”
“Multimodal metaphor and metonymy have rightly become a major focus of research within the multidisciplinary world of figurative language studies. Paula Perez Sobrino’s new book offers several important methodological tools for exploring the creation of multimodal metaphors in advertising. Her analyses of various metaphoric and metonymic complexes, especially as seen in cross-cultural contexts, are compelling and emphasize the significance of different cognitive operations in figurative thinking and language. This volume presents practical guidelines for effectively using metaphor and metonymy in advertising and represents an excellent case study of how cognitive linguistics can illuminate critical features of multimodal creativity in action.”
Cited by

Cited by 31 other publications

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2020. How language and image construct synaesthetic metaphors in print advertising. Visual Communication 19:4  pp. 431 ff. Crossref logo
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2020. Uncanny resemblance. Cognitive Linguistic Studies 7:1  pp. 31 ff. Crossref logo
Colston, Herbert L., Carina Rasse & Albert Katz
2021. Back to the Poem: A Call for A Special Issue on the Poetics of Metaphor. Metaphor and Symbol 36:2  pp. 61 ff. Crossref logo
Dalamu, Taofeek O.
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Ford, Samantha, Jeannette Littlemore & David Houghton
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Gibbs, Raymond W.
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2020. Making cross-cultural meaning in five Chinese promotion clips: Metonymies and metaphors . Intercultural Pragmatics 17:2  pp. 123 ff. Crossref logo
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Ho, Janet
2021. Heroes or criminals: discursive representation of cancer patients in health awareness advertisements. Visual Communication 20:2  pp. 159 ff. Crossref logo
Huang, Haiyan, Jan Blommaert & Ellen Van Praet
2020.  In HCI International 2020 – Late Breaking Papers: Interaction, Knowledge and Social Media [Lecture Notes in Computer Science, 12427],  pp. 305 ff. Crossref logo
Kashanizadeh, Zahra & Charles Forceville
2020. Visual and multimodal interaction of metaphor and metonymy. Cognitive Linguistic Studies 7:1  pp. 78 ff. Crossref logo
Li, Ke & Huichao Zhu
2021. Power and gender. Chinese Language and Discourse. An International and Interdisciplinary Journal 12:2  pp. 238 ff. Crossref logo
Martynyuk, Alla & Olga Meleshchenko
2022. Socio-pragmatic potential of (verbo)-visual metaphtonymy in Internet memes featuring Donald Trump. Metaphor and the Social World 12:1  pp. 69 ff. Crossref logo
Moya-Guijarro, Arsenio Jesús & Begoña Ruiz Cordero
2020. A multimodal cognitive analysis of visual metonymies in picture books featuring same-sex-parent families. Review of Cognitive Linguistics 18:2  pp. 372 ff. Crossref logo
Pérez-Sobrino, Paula & Jeannette Littlemore
2020.  In Performing Metaphoric Creativity across Modes and Contexts [Figurative Thought and Language, 7],  pp. 119 ff. Crossref logo
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This list is based on CrossRef data as of 31 march 2022. Please note that it may not be complete. Sources presented here have been supplied by the respective publishers. Any errors therein should be reported to them.

Subjects & Metadata

Communication Studies

Communication Studies
BIC Subject: CFG – Semantics, Pragmatics, Discourse Analysis
BISAC Subject: LAN009000 – LANGUAGE ARTS & DISCIPLINES / Linguistics / General
ONIX Metadata
ONIX 2.1
ONIX 3.0
U.S. Library of Congress Control Number:  2017045525 | Marc record