Publication details [#4689]

Forceville, Charles. 2007. Multimodal metaphor in ten Dutch TV commercials. Journal of Hunan University(Social Sciences) 1 (1) : 19–51. 33 pp. URL
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In this paper it is shown that creative metaphors occurring in commercials usually draw on a combination of language, pictures, and non-verbal sound. After an inventory of parameters involved in the analysis of multimodal metaphors, ten cases are discussed, with specific attention to the role of the various modes in the metaphors’ construal and interpretation. On the basis of the case studies, the last sections of the paper discuss three issues that are crucial for further study: (1) the ways in which similarity is cued in multimodal, as opposed to verbal, metaphors; (2) the problems adhering to the verbalization of multimodal metaphors; (3) the influence of textual genre on the interpretation of multimodal metaphors. (Charles Forceville)