Cover not available
Part of
Exploring Discourse Strategies in Social and Cognitive Interaction: Multimodal and cross-linguistic perspectives
Edited by Manuela Romano and Maria Dolores Porto
[Pragmatics & Beyond New Series 262] 2016
► pp. 137–158

Multimodal metaphor, narrativity and creativity in TV cosmetics ads

ORCID logo | University Autónoma de Madrid
| University Complutense de Madrid
| University Rey Juan Carlos
The present article explores the interaction between multimodality and narrativity as a discourse strategy which promotes creativity as a socio-cognitive process in British TV cosmetics ads. Multimodal TV ads narratives are structured visually and aurally by means of the extended metaphors light is good and harmonious music is good, as well as other multisemiotic features. Two narrative patterns are examined: in the first type, story ending coincides with narrative ending; this is illustrated by two ads with specific metaphors which set out the problem to which the product provides a solution. In the second type, illustrated by two hair products ads, story ending coincides with narrative beginning, and displays multimodal metaphors which enhance the positive attributes of the product.
Keywords: creativity, image and music, multimodal metaphor, narrativity, TV advertising
Published online: 31 March 2016
DOI logo
https://doi.org/10.1075/pbns.262.06hid
References
Abbott, H. Porter
2005 “Closure”. In The Routledge Encyclopedia of Narrative Theory, ed. by D. Herman, M. Jahn and M. Ryan, 65–66. London: Routledge.Google Scholar
2007 “Story, Plot, and Narration.” In The Cambridge Companion to Narrative, ed. by D. Herman, 39–51. New York: Cambridge University Press. DOI logoGoogle Scholar
Caballero, Rosario
2014 “Exploring the Combination of Language, Images and Sound in the Metaphors of TV Commercials.” Atlantis 36 (2): 31–51.Google Scholar
Carter, Ronald
2004 Language and Creativity: The Art of Common Talk. New York: Routledge. DOI logoGoogle Scholar
Cook, Guy
2001 The Discourse of Advertising. London: Routledge.Google Scholar
Fludernik, Monika
2009 An Introduction to Narratology. Abingdon & New York: Routledge.Google Scholar
Forceville, Charles
1996 Pictorial Metaphor in Advertising. London: Routledge. DOI logoGoogle Scholar
2009 “Non-verbal and Multimodal Metaphor in a Cognitivist Framework: Agendas for Research.” In Multimodal Metaphor, ed. by Charles Forceville and Eduardo Urios Aparisi, 19–42. Berlin: Mouton de Gruyter. DOI logoGoogle Scholar
2012 “Creativity in Pictorial and Multimodal Advertising.” In Discourse and Creativity, ed. by Rodney Jones, 113–132. Essex: Pearson.Google Scholar
Forceville, Charles and Eduardo Urios Aparisi
2009 “Introduction.” In Multimodal Metaphor, ed. by Charles Forceville and Eduardo Urios Aparisi, 3–17. Berlin: Moutaon de Gruyter. DOI logoGoogle Scholar
Forceville, Charles and Thijs Renckens
2013 “The good is light and bad is dark metaphors in feature films.” In Special issue on Metaphorical Creativity Across Modes. Metaphor in the Social World, ed. by Laura Hidalgo Downing and Blanca Kraljevic Mujic, 3 (2): 160–179.Google Scholar
Gibbons, Alison
2012 Multimodality, Cognition and Experimental Literature. London: Routledge.Google Scholar
Hidalgo-Downing, Laura
2015 “Dimension of Creativity: Metaphor and Metonymy” In The Routledge Handbook of Language and Creativity, ed. by Rodney Jones, 107–128. London/New York: Routledge.Google Scholar
Hidalgo Downing, Laura and Kraljevic Mujic, Blanca
2013 “Introduction.” In Special issue on Metaphorical Creativity Across Modes. Metaphor in the Social World, ed. by Laura Hidalgo Downing and Blanca Kraljevic Mujic, 3 (2): 133–139.Google Scholar
Hidalgo-Downing, Laura and Kraljevic Mujic, Blanca
forthcoming) “Metaphor and persuasion in commercial advertising” in The Routledge Handbook of Language and Metaphor ed. by Elena Semino and Zsofia Demijen London/New York Routledge
Hühn, Peter
2009 “Event and Eventfulness.” In Handbook of Narratology, ed. by Peter Hühn, John Pier, Wolf Schmid and Jörg Schöner, 80–97. Berlin & New York: Walter de Gruyter. DOI logoGoogle Scholar
Jewitt, Carey
2009 “An Introduction to Multimodality.” In The Routledge Handbook of Multimodal Analysis, ed. by Carey Jewitt, 14–27. London/New York: Routledge.Google Scholar
Jones, Rodney
2015 The Routledge Handbook of language and Creativity. London/New York: Routledge.Google Scholar
Kress Gunther and van Leeuwen, Theo
2006 Reading Images: The Grammar of Visual Design. London/New York: Routledge.Google Scholar
Martínez, M. Ángeles, Kraljevic Mujic, Blanca and Hidalgo Downing, Laura
2013 “Multimodal Narrativity in TV Ads“. In The Multimodal Analysis of TV Commercials, ed. by Barry Pennock-Speck and María M. del Saz-Rubio, 91–111. Valencia: Universitat de València.Google Scholar
Phelan, John
2002 “Narrative Progression.” In Narrative Dynamics: Essays on Time, Plot, Closure and Frames, ed. by Brian Richardson, 211–216. Ohio: The Ohio State University Press.Google Scholar
Rabinowitz, Peter
2002 “Reading Beginnings and Endings.” In Narrative Dynamics: Essays on Time, Plot, Closure and Frames, ed. by Brian Richardson, 300–313. Ohio: The Ohio State University Press.Google Scholar
Richardson, Brian
2002 Narrative Dynamic: Essays on Time, Plot, Closure and Frames. Ohio: The Ohio State University Press.Google Scholar
2011 “Endings in Drama and Performance.” In Current Trends in Narratology, ed. by G. Olson, 181–199. Berlin, New York: Mouton de Gruyter. DOI logoGoogle Scholar
Ryan, Marie Laure
2006 “Semantics, Pragmatics, and Narrativity: A Response to David Rudrum.” Narrative 14 (2): 188–196. DOI logoGoogle Scholar
2012 “Toward a Definition of Narrative.” In The Cambridge Companion to Narrative, ed. by D. Herman, 22–35. New York: Cambridge University Press.Google Scholar
Semino, Elena
2008 Metaphor in Discourse. Cambridge: Cambridge University Press.Google Scholar
Sternberg, Robert J.
1999 Handbook of Creativity. Cambridge: Cambridge University Press.Google Scholar
Stöckl, Harmut
2002 “From Space to Time into Narration – Cognitive and Semiotic Perspectives on the Narrative Potential of Visually Structured Text“. In Investigations into Narrative Structures, ed. by Christian Todenhagen and Wolfgang Thiele, 73–98. Peter Lang: Frankfurt am Main.Google Scholar
van Leeuwen, Theo
2009 “Parametric Systems: The Case of Voice Quality.” In The Routledge Handbook of Multimodal Analysis, ed. by Carey Jewitt, 68–77. London/New York: Routledge.Google Scholar
Villacañas, Beatriz and White, Michael
2013 “Pictorial Metonymy as Creativity Source in ‘Purificación García’ Advertising Campaigns”. In Special issue on Metaphorical Creativity Across Modes. Metaphor in the Social World, ed. by Laura Hidalgo Downing and Blanca Kraljevic Mujic, 3 (2): 221–240.Google Scholar
Wolf, Werner
2007 “Description as a Transmedial Mode of Representation: General Features and Possibilities of Realization in Painting, Fiction and Music“. In Description in Literature and Other Media, ed. by Werner Wolf and Walter Bernhart, 1–90. Rodopi: Amsterdam.Google Scholar
Cited by

Cited by 1 other publications

Lugea, Jane
2017. The year’s work in stylistics 2016. Language and Literature: International Journal of Stylistics 26:4 ► pp. 340 ff. DOI logo

This list is based on CrossRef data as of 17 november 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.