Multimodal Metaphor and Metonymy in Advertising

Author
ORCID logoPaula Pérez-Sobrino | Universidad Politécnica of Madrid
HardboundAvailable
ISBN 9789027209863 | EUR 95.00 | USD 143.00
 
e-Book
ISBN 9789027264671 | EUR 95.00 | USD 143.00
 
Google Play logo
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.”
“Why should one spend some time reading this book? First, from the opening page and onwards, Pérez-Sobrino takes you by the hand and leads you carefully and pedagogically through a mosaic and maze of complexities, metaphors and metonymies (and metaphor and metonymy spawns of different kinds), and colorful and intriguing advertisements. The language is easy to follow but never simple. Second, the role of metonymy is highlighted throughout, giving a broader picture of figurative language and its rich characteristics, especially from a multimodal perspective [...]. Third, it is a book encompassing linguistics and advertisement, and as such, it provides a much appreciated, and concrete, link between theory and practice.”
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Bolognesi, Marianna & Francesca Strik Lievers
2020. How language and image construct synaesthetic metaphors in print advertising. Visual Communication 19:4  pp. 431 ff. DOI logo
Bort-Mir, Lorena, Marianna Bolognesi & Susan Ghaffaryan
2020. Cross-cultural interpretation of filmic metaphors: A think-aloud experiment. Intercultural Pragmatics 17:4  pp. 389 ff. DOI logo
Brdar-Szabó, Rita & Mario Brdar
2022. Metonymy in multimodal discourse, or. In Figurativity and Human Ecology [Figurative Thought and Language, 17],  pp. 209 ff. DOI logo
Cavazzana, Alessandro & Marianna Bolognesi
2020. Uncanny resemblance. Cognitive Linguistic Studies 7:1  pp. 31 ff. DOI logo
Cavazzana, Alessandro & Marianna Bolognesi
2022. Uncanny resemblance. In Visual Metaphors [Benjamins Current Topics, 124],  pp. 33 ff. DOI 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. DOI logo
Dalamu, Taofeek O.
2020. Investigating multilingual contexts in the Nigerian advertising space: A domain of intellectual stimulation. Crossroads. A Journal of English Studies :29(2)  pp. 4 ff. DOI logo
Dalamu, Taofeek O. & Alfred Fatuase
2020. Ideological Reality in Advertising: A Functional Approach to Nigerian Breweries’ Product Advertisements. SSRN Electronic Journal DOI logo
Ford, Samantha, Jeannette Littlemore & David Houghton
2021. Got a Spark with Brook? Engaging Consumers in a Sexual Health Campaign through the Use of Creative (Metaphorical) Double Entendres. Metaphor and Symbol 36:4  pp. 207 ff. DOI logo
Gibbs, Raymond W.
2021. Metaphors in the flesh: Metaphorical pantomimes in sports celebrations. Cognitive Linguistics 32:1  pp. 67 ff. DOI logo
Gibbs Jr., Raymond W.
2022. Metaphorical experience. Review of Cognitive Linguistics 20:1  pp. 7 ff. DOI logo
Guan, Yue & Charles Forceville
2020. Making cross-cultural meaning in five Chinese promotion clips: Metonymies and metaphors. Intercultural Pragmatics 17:2  pp. 123 ff. DOI logo
Herrero-Ruiz, Javier
2021. Interpretations based on delayed-domain (dis)appearance in printed advertising. Review of Cognitive Linguistics 19:2  pp. 299 ff. DOI logo
Hetmański, Marek
2020. Visual metaphor and its narrative function. Cognitive Linguistic Studies 7:1  pp. 141 ff. DOI logo
Hetmański, Marek
2022. Visual metaphor and its narrative function. In Visual Metaphors [Benjamins Current Topics, 124],  pp. 147 ff. DOI logo
Ho, Janet
2021. Heroes or criminals: discursive representation of cancer patients in health awareness advertisements. Visual Communication 20:2  pp. 159 ff. DOI logo
Huang, Haiyan, Jan Blommaert & Ellen Van Praet
2020. “OH MY GOD! BUY IT!” a Multimodal Discourse Analysis of the Discursive Strategies Used by Chinese Ecommerce Live-Streamer Austin Li. In HCI International 2020 – Late Breaking Papers: Interaction, Knowledge and Social Media [Lecture Notes in Computer Science, 12427],  pp. 305 ff. DOI logo
Ikere, Zaiga, Ilze Oļehnoviča & Solveiga Liepa
2021. Non-Commercial Advertisements: Multimodal Metaphor, Metonymy and Conceptual Blending at Work. Research in Language 19:3  pp. 305 ff. DOI logo
Kashanizadeh, Zahra & Charles Forceville
2020. Visual and multimodal interaction of metaphor and metonymy. Cognitive Linguistic Studies 7:1  pp. 78 ff. DOI logo
Kashanizadeh, Zahra & Charles Forceville
2022. Visual and multimodal interaction of metaphor and metonymy. In Visual Metaphors [Benjamins Current Topics, 124],  pp. 83 ff. DOI logo
Li, Ke & Huichao Zhu
2021. Power and gender. Chinese Language and Discourse. An International and Interdisciplinary Journal 12:2  pp. 238 ff. DOI logo
Liu, Yufeng & Dechao Li
2022. Multimodal metaphor (re)framing: a critical analysis of the promotional image of China’s Hubei Province in the post-pandemic era on new media. Social Semiotics  pp. 1 ff. DOI logo
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Pan, Molly Xie & Dennis Tay
Pérez-Sobrino, Paula & Jeannette Littlemore
2020. Chapter 6. What makes an advert go viral?. In Performing Metaphoric Creativity across Modes and Contexts [Figurative Thought and Language, 7],  pp. 119 ff. DOI logo
Pérez-Sobrino, Paula, Jeannette Littlemore & David Houghton
2019. The Role of Figurative Complexity in the Comprehension and Appreciation of Advertisements. Applied Linguistics 40:6  pp. 957 ff. DOI logo
Pérez-Sobrino, Paula, Elena Semino, Iraide Ibarretxe-Antuñano, Veronika Koller & Inés Olza
2022. Acting like a Hedgehog in Times of Pandemic: Metaphorical Creativity in the #reframecovid Collection. Metaphor and Symbol 37:2  pp. 127 ff. DOI logo
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2023. Towards an understanding of meme marketing: conceptualisation and empirical evidence. Journal of Marketing Management  pp. 1 ff. DOI logo
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2021. Multimodalität und die szenische Erweiterung der Metaphernanalyse. In Begegnen, Bewegen und Synergien stiften,  pp. 231 ff. DOI logo
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2023. Bringing metaphors back to the streets: a corpus-based study for the identification and interpretation of rhetorical figures in street art. Visual Communication 22:2  pp. 243 ff. DOI logo
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2019. A cognitive semiotic exploration of metaphors in Greek street art. Cognitive Semiotics 12:1 DOI logo
Szelid, Veronika & Réka Benczes
2020. From verbality to visuality. Cognitive Linguistic Studies 7:1  pp. 1 ff. DOI logo
Szelid, Veronika & Réka Benczes
2022. From verbality to visuality. In Visual Metaphors [Benjamins Current Topics, 124],  pp. 1 ff. DOI logo
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2023. From a war of defense to conventional wars. Review of Cognitive Linguistics DOI logo
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2022. Multimodal conceptual patterns of Hungary in political cartoons. In Visual Metaphors [Benjamins Current Topics, 124],  pp. 231 ff. DOI logo
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2019. The sound of soft alcohol: Crossmodal associations between interjections and liquor. PLOS ONE 14:8  pp. e0220449 ff. DOI logo
Xiang, Mingjian
2023. Book Review: Paula Pérez Sobrino, Jeannette Littlemore and Samantha Ford, Unpacking Creativity: The Power of Figurative Communication in Advertising. Discourse Studies 25:1  pp. 141 ff. DOI logo
Xiaoben, Yuan
Zhang, Cun
2021. The Sino–US trade war in political cartoons: A synthesis of semiotic, cognitive, and cultural perspectives. Intercultural Pragmatics 18:4  pp. 469 ff. DOI logo
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2023. Oil as narcotic or as medicine: the DISEASE metaphor in political cartoons on energy crisis. Language and Semiotic Studies 9:1  pp. 79 ff. DOI logo
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2022. Monomodal and multimodal metaphors in editorial cartoons on the coronavirus by Jordanian cartoonists. Linguistics Vanguard 8:1  pp. 383 ff. DOI logo
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2021. Desiderata for metaphor theory, the Motivation & Sedimentation Model and motion-emotion metaphoremes. In Figurative Language – Intersubjectivity and Usage [Figurative Thought and Language, 11],  pp. 41 ff. DOI logo
[no author supplied]
2019. Chapter 18. Conclusion. In Sensory Linguistics [Converging Evidence in Language and Communication Research, 20],  pp. 235 ff. DOI logo
[no author supplied]

This list is based on CrossRef data as of 9 may 2023. 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

Communication Studies

Communication Studies

Main BIC Subject

CFG: Semantics, Pragmatics, Discourse Analysis

Main BISAC Subject

LAN009000: LANGUAGE ARTS & DISCIPLINES / Linguistics / General
U.S. Library of Congress Control Number:  2017045525 | Marc record