Deliberate Conventional Metaphor in Images: The Case of Corporate Branding Discourse

DMIP: A Method for Identifying Potentially Deliberate Metaphor in Language Use

“…In fact, several studies have examined the occurrence of deliberate metaphor in various discourse settings (e.g., Beger 2011Beger , 2016Nacey 2013;Ng and Koller 2013;Pasma 2011;Perrez and Reuchamps 2014;see also Cameron 2003). However, a uniform operational definition and a tool for the identification of deliberate metaphor in discourse are not yet available (see Beger 2011;Ng and Koller 2013;Steen 2011b). 4 In this paper, we aim to contribute to the further development of DMT by introducing an operational definition as well as a tool (DMIP) to systematically and reliably analyse potentially deliberate metaphor in natural language use.…”

The Metaphorical New Synthesis: Toward an Eco-Evolutionary Theory of Metaphors

“…appears in different situations, such as in politics or in the household. Certainly, there is a deliberate use of metaphors in these cases, an aspect that was already debated regarding advertising, and that is repeated in cartoons (Ng & Koller, 2013). Similarly, from March 27, after the announcement of the pilot's suicide, multimodal metaphors prevail over monomodal metaphors, maybe because of the need to reinforce the explanation of the new metaphors that appeared to respond to the new communicative niche ( Figure 5).…”

City Branding and New Media

“…Cognitive linguistics and metaphor studies (Lakoff and Turner, 1989;Turner, 1998;Steen, 2008Steen, , 2011 2014; Ng and Koller, 2013) helped to shed fruitful insights into the role of deliberate conceptual metaphor in the branding discourse of world fairs.…”

“…A central metaphor in traditional Chinese philosophy, not only at a family level and in interpersonal relationships, but also at the political level between the rulers and the ruled (Chan, 2010), harmony is here adjusted to 'a new model that has various dimensions for sustainable development as its goal' (Wang and Morgan, 2012, p. 2 (Steen, 2008(Steen, , 2011(Steen, , 2014Ng and Koller, 2013). While 'conventional' is opposed to 'novel' , 'deliberate' means that the speaker is conscious of the communicative effect of the metaphor and makes 'the addressee reconsider the subject in terms of a different conceptual domain' [ ... ] with the objective to achieve conceptual change [ ... ] by recourse to an idea that is not particularly new' (Ng and Koller, 2013, p. 132).…”

“…Deliberate metaphor is frequent in corporate branding, as the highly constructed nature of visual/verbal semiosis emphasises the intentionality of the message. In trying to advance the discussion on deliberate conventional metaphor in corporate discourse, Ng and Koller (2013) distinguish between verbal instantiations and visual and multimodal forms of metaphor, tracing a line of analysis for multimodal communication that will serve as an inspiration in what follows. The deliberate journey metaphor applied to Expo Milano 2015 will be mapped in both text and image, verbally, visually and multimodally, especially in its relationship with the central topos of sustainability.…”