: Charles J. Forceville, Eduardo Urios-Aparisi
: Charles J. Forceville, Eduardo Urios-Aparisi
: Multimodal Metaphor
: De Gruyter Mouton
: 9783110215366
: Applications of Cognitive Linguistics [ACL]ISSN
: 1
: CHF 159.80
:
: Allgemeine und Vergleichende Sprachwissenschaft
: English
: 484
: Wasserzeichen/DRM
: PC/MAC/eReader/Tablet
: PDF

Metaphor pervades discourse and may govern how we think and act. But most studies only discuss its verbal varieties. This book examines metaphors drawing on combinations of visuals, language, gestures, sound, and music. Investigated texts include advertising, political cartoons, comics, film, songs, and oral communication. Where appropriate, the influence of genre and cultural factors is thematized.

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Charles J. Forceville, Universiteit van Amsterdam, The Netherlands;Eduardo Urios-Aparisi, University of Connecticut, USA.
Frontmatter2
Table of contents8
List of contributors12
Preface16
Chapter 1. Introduction20
Chapter 2. Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research36
Chapter 3. Brand images: Multimodal metaphor in corporate branding messages62
Chapter 4. Cutting across the senses: Imagery in winespeak and audiovisual promotion90
Chapter 5. Interaction of multimodal metaphor and metonymy in TV commercials: Four case studies112
Chapter 6. Nonverbal and multimodal manifestations of metaphors and metonymies: A case study136
Chapter 7. Visual metaphor versus verbal metaphor: A unified account164
Chapter 8. Metaphor in political cartoons: Exploring audience responses190
Chapter 9. Image alignment in multimodal metaphor214
Chapter 10. Visual metaphoric conceptualization in editorial cartoons230
Chapter 11. Anger in Asterix: The metaphorical representation of anger in comics and animated films260
Chapter 12. Pictorial metaphors of emotion in Japanese comics282
Chapter 13. Words, gestures, and beyond: Forms of multimodal metaphor in the use of spoken language314
Chapter 14. Metonymy first, metaphor second: A cognitivesemiotic approach to multimodal figures of thought in co-speech gesture346
Chapter 15. Music, language, and multimodal metaphor376
Chapter 16. The role of non-verbal sound and music in multimodal metaphor400
Chapter 17. Multimodal metaphor in classical film theory from the 1920s to the 1950s420
Chapter 18. Multimodal expressions of the HUMAN VICTIM IS ANIMAL metaphor in horror films446
Backmatter468