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… read more
In this paper we carry out a study of multimodal metaphors in a corpus of 52 ICT advertisements published in English-speaking magazines during the period 1999–2002. The general theoretical framework adopted for this purpose is a combination of text world theory and of a multimodal approach to… read more
In this article we explore the creative recontextualization of JOURNEY, WAR, RACE and SPORTS metaphors and discuss their manifestations in multimodal ICT advertisements across time. Our objectives are to discuss (i) the choices of metaphors and related source domains used to describe (e)businesses… read more
In this paper we carry out a study of multimodal metaphors in a corpus of 52 ICT advertisements published in English-speaking magazines during the period 1999–2002. The general theoretical framework adopted for this purpose is a combination of text world theory and of a multimodal approach to… read more