Table of contents
Preface
1
Chapter 1.Scope of and need for this book
7
1.1About this book
7
1.2Research questions and working hypotheses
9
1.3Originality and potential impact of this book
12
1.4Structure of the book
14
Chapter 2.Theoretical models to explore multimodal meaning
17
2.1Introduction
17
2.2The visual-semiotic model
20
2.3The relevance-theoretic model
29
2.4The multiple space-structuring model
39
2.5The multimodal approach to conceptual metaphor
49
Chapter 3.An integrated approach to the study of multimodal metaphor and metonymy
55
3.1Introduction
55
3.2Patterns of conceptual interaction
57
3.2.1(Multiple-source)-in-target metonymy
58
3.2.2Metonymic chains
60
3.2.3Metaphtonymy
62
3.2.4Metaphoric amalgams
64
3.2.5Metaphoric chains
66
3.3The figurative continuum
67
3.4Expanding the figurative continuum to multimodal settings: What needs to be done
69
Chapter 4.Facing methodological challenges
77
4.1Introduction
77
4.2The equipollence hypothesis
79
4.3Aspects of operationalization
81
4.3.1Selection of the data
81
4.3.2Identification of multimodal manifestations related to metaphor and metonymy
85
4.3.3Inter-rater reliability
91
4.3.4Annotation scheme
92
4.4Final remarks
93
Chapter 5.Metonymy and metonymic complexes
95
5.1Introduction
95
5.2Multimodal metonymy and its complexes
97
5.2.1Multimodal metonymy
97
5.2.2Multimodal metonymic chain
102
5.2.3Multimodal (multiple-source)-in-target metonymy
105
5.2.4Multimodal (multiple-source)-in-target metonymic chain
109
5.3Other operations in combination with multimodal metonymy
111
5.3.1Hyperbole
111
5.3.2Paradox
113
5.3.3Onomatopoeia
116
5.4Interim conclusions
118
Chapter 6.Metaphor and metaphoric complexes
119
6.1Introduction
119
6.2Multimodal metaphor and its complexes
120
6.2.1Multimodal metaphor
120
6.2.2Multimodal metaphtonymy
125
6.2.3Multimodal single-source metaphoric amalgam
140
6.2.4Multimodal multiple-source/target metaphoric amalgam
145
6.2.5Multimodal metaphoric chain
152
6.3Conclusions
155
Chapter 7.Figurative complexes in advertising (I): A corpus-based account
157
7.1Introduction
157
7.2Figurative operations
160
7.3Choice of mode
162
7.4Product type
167
7.5Other interactions: Mode and marketing strategy
169
7.6Conclusions
171
Chapter 8.Figurative complexes in advertising (II): A cross-cultural investigation into the the reception of advertisements
175
8.1Introduction
175
8.2Methodology
179
8.2.1Selection of participants and materials
179
8.2.2Selection of the material
180
8.2.3Data collection and processing
181
8.2.4Statistical procedures
183
8.3Findings and discussion
184
8.3.1Speed of processing
184
8.3.2Perceived persuasive potential
185
8.3.3Number of possible interpretations
186
8.3.4Interim conclusions
187
8.3.5Cross-cultural variation
189
8.4Summary and conclusions
194
Chapter 9.Closing notes
197
9.1Introduction
197
9.2What adds Multimodal Metaphor and Metonymy in Advertising to what we already know?
197
9.3Implications of this book for future research on multimodal metaphor and metonymy
206
9.4Reverse engineering and suggestions for further research
207
9.5Closing notes
210
References
213
Secondary references
227
Index
230
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