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From the beginning of the COVID-19 pandemic, governments, health agencies, public institutions and the media around the world have made use of metaphors to talk about the virus, its effects and the measures needed to reduce its spread. Dominant among these metaphors have been war metaphors (e.g. battles, front lines, combat), which present the virus as an enemy that needs to be fought and beaten. These metaphors have attracted an unprecedented amount of criticism from diverse social agents, for a variety of reasons. In reaction, #ReframeCovid was born as an open, collaborative and non-prescriptive initiative to collect alternatives to war metaphors for COVID-19 in any language, and to (critically) reflect on the use of figurative language about the virus, its impact and the measures taken in response. The paper summarises the background, aims, development and main outcomes to date of the initiative, and launches a call for scholars within the metaphor community to feed into and use the #ReframeCovid collection in their own basic and applied research projects.

An increasing number of studies reveal crossmodal correspondences between speech sounds and perceptual features such as shape and size. In this study, we show that an interjection Koreans produce when downing a shot of liquor reliably triggers crossmodal associations in American English, German, Spanish, and Chinese listeners who do not speak Korean. Based on how this sound is used in advertising campaigns for the Korean liquor soju, we derive predictions for different crossmodal associations. Our experiments show that the same speech sound is reliably associated with various perceptual, affective, and social meanings. This demonstrates what we call the ‘pluripotentiality’ of iconicity, that is, the same speech sound is able to trigger a web of interrelated mental associations across different dimensions. We argue that the specific semantic associations evoked by iconic stimuli depend on the task, with iconic meanings having a ‘latent’ quality that becomes ‘actual’ in specific semantic contexts. We outline implications for theories of iconicity and advertising.

To date, research in advertising has focussed almost exclusively on metaphor, with linguists and marketing scholars paying very little attention to alternative types of figurative expression. Beyond the finding that metaphor leads to an increased appreciation of advertisements, there has been surprisingly little research into how consumer response is affected by metonymy, or by metaphor–metonymy interactions. In this article, we present findings from a study that investigated the depth to which participants (n = 90) from a range of cultural and linguistic backgrounds (the UK, Spain, and China) were found to process 30 real-world adverts featuring creative metaphor and metonymy in multimodal format. We focus on the cross-cultural variation in terms of time taken to process, appreciation and perceived effectiveness of adverts, and on individual differences explained by different levels of need for cognition. We found significant variation in the understanding of advertisements containing metaphor, metonymy, and combinations of the two, between subjects and across nationalities in terms of (i) processing time, (ii) overall appeal, and (iii) the way in which participants interpreted the advertisements.