Publications
Publication details [#11557]
Yu, Ning. 2009. Nonverbal and multimodal manifestation of metaphors and metonymies: A case study In Forceville, Charles and Eduardo Urios-Aparisi. Multimodal Metaphor (Applications of Cognitive Linguistics 11). Berlin: Mouton De Gruyter . pp. 119–143. 25 pp. URL
Publication type
Article in book
Publication language
English
Keywords
Chinese myths and beliefs | cognitive semantics | commercial | culture and metaphor | culture-specific metaphor | educational metaphor | government commercial | LIFE IS A JOURNEY | LIFE IS A STAGE | metonymy | metonymy a | multimodal metaphor | non-verbal metaphor | SUCCESSFUL IS UP | UNDERSTANDING IS SEEING | use of metaphor in advertizing | use of metaphor in education
Place, Publisher
Berlin: Mouton De Gruyter
Abstract
Yu provides an in-depth analysis of a single educational message (a non-commercial commercial, if you like) broadcast on Chinese national TV in terms of two conceptual metaphors whose purely verbal varieties have often been discussed: LIFE IS A JOURNEY and LIFE IS A STAGE. He shows how aspects of these metaphors, which in some passages are "blended" (Fauconnier and Turner 1998, 2002), surface in various modes. In several scenes, moreover, other conceptual metaphors such as UNDERSTANDING IS SEEING and SUCCESSFUL IS UP are shown to play a role, as well as a range of metonymies. The analysis makes clear that whereas thanks to the visuals, the "embodied" aspects of the metaphors are presumably universally comprehensible, many details can only be fully appreciated by viewers aware of specific Chinese myths and beliefs (cf. Forceville et al. 2006).
(Charles Forceville and Eduardo Urios-Aparisi)