(Ebook) Multimodal Metaphor 11th Edition by Charles J Forceville, Eduardo Urios Aparisi ISBN 9783110205152 3110205157

(Ebook) Multimodal Metaphor 11th Edition by Charles J Forceville, Eduardo Urios Aparisi ISBN 9783110205152 3110205157

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ISBN 10: 3110205157
ISBN 13: 9783110205152
Author: Charles J Forceville, Eduardo Urios Aparisi

"Metaphor studies" has over the past 30 years become a discipline in its own right, mainly because of the cognitive linguistic claim that metaphors characterize thought, not just language. But most metaphor scholars hitherto focus exclusively on its purely verbal expressions. Since both persuasive and narrative discourses in contemporary society increasingly draw on modalities other than language alone, sustained research into a broader range of manifestations of metaphor is imperative.

This volume is the first book-length study to investigate multimodal occurrences of metaphor, and is of interest to scholars interested in metaphor as well as in multimodal discourse. Each chapter investigates metaphors whose identification and interpretation depend on the co-presence of at least two of the following modalities: language, visuals, gestures, sound, music. On the basis of case studies in a variety of discourse genres (advertising, cartoons, films, comics, conversation, music, amply represented in photographs, logos, drawings, film stills, and musical scores), the contributors demonstrate that, and how, metaphor can occur multimodally, providing ideas and methodological angles enabling further theorizing and testing in this rapidly expanding field. Covering creative as well as conceptual metaphors, and where appropriate evaluating cultural factors governing metaphor interpretation, the contributors provide a wealth of material for studying the conceptual and rhetorical force of metaphor in contemporary society.

(Ebook) Multimodal Metaphor 11th Edition Table of contents:

I. Setting the Scene

• Chapter 1. Introduction

• Chapter 2. Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research

II. Multimodal Metaphor in Advertising

• Chapter 3. Brand images: Multimodal metaphor in corporate branding messages

• Chapter 4. Cutting across the senses: Imagery in winespeak and audiovisual promotion

• Chapter 5. Interaction of multimodal metaphor and metonymy in TV commercials: Four case studies

• Chapter 6. Nonverbal and multimodal manifestations of metaphors and metonymies: A case study

III. Multimodal Metaphor in Political Cartoons

• Chapter 7. Visual metaphor versus verbal metaphor: A unified account

• Chapter 8. Metaphor in political cartoons: Exploring audience responses

• Chapter 9. Image alignment in multimodal metaphor

• Chapter 10. Visual metaphoric conceptualization in editorial cartoons

IV. Metaphors of Emotion in Comics, Manga, and Animation

• Chapter 11. Anger in Asterix: The metaphorical representation of anger in comics and animated films

• Chapter 12. Pictorial metaphors of emotion in Japanese comics

V. Metaphor in Spoken Language and Co-Speech Gesture

• Chapter 13. Words, gestures, and beyond: Forms of multimodal metaphor in the use of spoken language

• Chapter 14. Metonymy first, metaphor second: A cognitive-semiotic approach to multimodal figures of thought in co-speech gesture

VI. Metaphor Involving Music and Sound

• Chapter 15. Music, language, and multimodal metaphor

• Chapter 16. The role of non-verbal sound and music in multimodal metaphor

VII. Metaphor and Film

• Chapter 17. Multimodal metaphor in classical film theory from the 1920s to the 1950s

• Chapter 18. Multimodal expressions of the HUMAN VICTIM IS ANIMAL metaphor in horror films

• Subject index

• Author index

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Tags: Charles J Forceville, Eduardo Urios Aparisi, Multimodal Metaphor