Multimodal Metaphor and Metonymy in Advertising

ORCID logoPaula Pérez Sobrino | Universidad Politécnica of Madrid
ISBN 9789027209863 | EUR 95.00 | USD 143.00
ISBN 9789027264671 | EUR 95.00 | USD 143.00
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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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2023. Code Red for Humanity: Multimodal Metaphor and Metonymy in Noncommercial Advertisements on Environmental Awareness and Activism. Metaphor and Symbol 38:3  pp. 231 ff. DOI logo
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Huang, Haiyan, Jan Blommaert & Ellen Van Praet
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2021. Non-Commercial Advertisements: Multimodal Metaphor, Metonymy and Conceptual Blending at Work. Research in Language 19:3  pp. 305 ff. DOI logo
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2023. Multimodal Representations of Lithuanian Brands: The Case of “Džiugas”, “Rūta” and “Pieno žvaigždės”. Respectus Philologicus :44 (49)  pp. 25 ff. DOI logo
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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
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2021. Power and gender. Chinese Language and Discourse. An International and Interdisciplinary Journal 12:2  pp. 238 ff. DOI logo
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2024. 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 34:2  pp. 269 ff. DOI logo
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2024. Applied Cognitive Linguistics and L2 Instruction, DOI logo
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2023. Metaphorical and multimodal representation of autism in Chinese video public service announcements: Lonely twinkling. Language and Health 1:1  pp. 67 ff. DOI logo
Pan, Molly Xie & Dennis Tay
2023. Individual differences in identifying creative metaphors from video Ads. Metaphor and the Social World 13:2  pp. 221 ff. DOI logo
Pelclová, Jana
Pérez Sobrino, Paula & Samantha Ford
2023. What counts as a multimodal metaphor and metonymy? Evolution of inter-rater reliability across rounds of annotation. Language and Cognition 15:4  pp. 786 ff. DOI logo
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
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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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2020. Political cartoons portraying the Musha Uprising in Taiwan under Japanese rule. Metaphor and the Social World 10:1  pp. 76 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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2024. ‘Just Like Pandemic Prevention’: The Semiotic Flow That Interweaves Multimodality, Metaphor, and Narrativity. Metaphor and Symbol 39:2  pp. 110 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
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2023. Metaphors and metonymies in the multimodal discourse of whaling. Metaphor and the Social World 13:2  pp. 293 ff. DOI logo
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This list is based on CrossRef data as of 22 april 2024. 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.


Communication Studies

Communication Studies

Main BIC Subject

CFG: Semantics, Pragmatics, Discourse Analysis

Main BISAC Subject

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