Multimodal Metaphor and Metonymy in Advertising: A Corpus-Based Account

Pérez-Sobrino, Paula

doi:10.1080/10926488.2016.1150759

Cited by 96 publications

(30 citation statements)

References 15 publications

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“…there now is a wealth of evidence that gets at the conceptual nature of metaphor, including evidence from metaphors in gesture (Casasanto & Jasmin, 2010;Cienki & Müller, 2008;Walker & Cooperrider, 2016;Winter, Perlman, & Matlock, 2014), and from metaphors in pictures, adverts, and movies (Forceville, 2006(Forceville, , 2008Forceville & Urios-Aparisi, 2009;Ortiz, 2011;Pérez-Sobrino, 2016;Winter, 2014).…”

Section: Conceptual Metaphor Theorymentioning

confidence: 99%

Sensory Linguistics

Winter¹

2019

Converging Evidence in Language and Communication Research

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Chapter 1. Sensory linguistics 1.1. Introduction Humans live in a perceptual world. All of humanity's accomplishments, from agriculture to space travel, depend on us being able to interact with the world through seeing, feeling, hearing, tasting, and smelling. Everything we do, everything we feel, everything we know, is mediated through the senses. Because the senses are so important to us, it is not surprising that all languages have resources for talking about the content of sensory perception. Miller and Johnson-Laird (1976, p. 3) remind us that "word-percept associations are fundamental" to language. Rakova (2003, p. 34) says that we do not have words "just because it is nice for us to have them," but because they are "devices that connect us to the external world." In fact, without the ability to express perceptual content, language would be useless. "Sensory linguistics" is the study of how language relates to the senses. It addresses such fundamental questions as: How are sensory perceptions packaged into words? Which perceptual qualities are easier to talk about than others? How do languages differ in how perception is encoded? And how do words relate to the underlying perceptual systems in the brain? The time is ripe for bringing these questions and many others together. Research into the connection between language and perception has a long tradition in the language sciences. Among other things, researchers have looked at how many words there are for particular sensory modalities (e.g., Viberg, 1983), how frequently particular sensory perceptions are talked about (e.g., San

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Section: Conceptual Metaphor Theorymentioning

confidence: 99%

Sensory Linguistics

Winter¹

2019

Converging Evidence in Language and Communication Research

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“…While some studies have investigated viewers’ responses to multimodal metaphors (Pérez-Sobrino et al, 2018; Van Mulken et al, 2010), a few others have carried out quantitative analyses on the actual multimodal metaphors represented. Pérez-Sobrino (2016) collected 210 advertisements of goods, services and NGOs, and examined the prevalence of metaphor and metonymy as well as the modes used by the advertisers. She concluded that the preference for metaphtonymy in advertisements reflected the recent trend of producing minimalistic advertisements for easier comprehension and that visuals have a higher evocative potential than text.…”

Section: Metaphors In Visual Communicationmentioning

confidence: 99%

Heroes or criminals: discursive representation of cancer patients in health awareness advertisements

Ho¹

2019

Visual Communication

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This article compares the use of metaphors in breast and lung cancer awareness advertisements in order to examine the positioning and identity construction of the respective cancer patients. A semantic annotation software tool was used to identify the overuse of semantic fields in each corpus of cancer awareness advertisements and multimodal metaphors were identified following the protocols of Bounegru and Forceville’s (2011) article, ‘Metaphors in editorial cartoons representing global financial crisis’, Forceville’s (2009) essay, ‘Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research’ and Pérez-Sobrino’s (2017) book, Multimodal Metaphor and Metonymy in Advertising. Findings showed that breast cancer awareness advertisements deployed more positive words than did the lung cancer awareness advertisements and they used a wide range of source domains such as WILD ANIMALS and FIGHTERS, showing the creative representation of deeply entrenched conventional metaphors as well as the use of humour and euphemism. On the other hand, lung cancer awareness advertisements were much less metaphorical and mostly sought to persuade people to quit smoking. The metaphorical use of military weapons showed that ‘shockvertising’ was recurrent in lung cancer awareness advertisements. The present study argues that both types of advertisements partially present the facts of breast cancer and lung cancer, and the guilt-loading of smokers in the lung cancer awareness advertisements invisibly transformed the physical threat appeals into social threat appeals.

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“…In the past decade, scholars working on figurative language in multimodal communication (e.g. Forceville and Urios-Aparisi, 2009; Hidalgo Downing and Kralievic, 2011; Pérez-Sobrino, 2016) have addressed the advantages of using metaphor in advertising. In the field of marketing, scholars have shown that metaphorical advertisements are more effective, i.e.…”

Section: Visual Metaphors and The Senses In Advertisingmentioning

confidence: 99%

“…Bolognesi et al, in press; El Refaie, 2003; Forceville, 1996, 2009, 2012; Phillips and McQuarrie, 2004; Šorm and Steen, 2013). Despite the increasingly large body of literature on visual metaphors, research on specific types of metaphors and other figures of speech within the visual mode is still limited (with the exception of metonymy, for which several recent studies are available, see for example Feng, 2017; Pérez-Sobrino, 2016, 2017).…”

Section: Introductionmentioning

confidence: 99%

How language and image construct synaesthetic metaphors in print advertising

Bolognesi

Lievers

2018

Visual Communication

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Research in (multi-)sensory marketing suggests that engaging consumers’ senses is an efficient way to create effective advertisements. In this study, the authors explore how sensory cues are used in print advertising. In particular, they identify and describe print advertisements featuring instances of synaesthesia, that is, a metaphor by which properties of a given sensory modality are attributed to a concept that relates primarily to a different sensory modality. They propose that these advertisements can be classified based on the role played by the image and the text, as well as based on the way visual and linguistic elements interact. They also outline how their contribution can set theoretical groundwork for the design of new empirical research questions in cognitive sciences and marketing studies.

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Multimodal Metaphor and Metonymy in Advertising: A Corpus-Based Account

Cited by 96 publications

References 15 publications

Sensory Linguistics

Sensory Linguistics

Heroes or criminals: discursive representation of cancer patients in health awareness advertisements

How language and image construct synaesthetic metaphors in print advertising

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