Multimodal Metaphor

Charles Forceville, Eduardo Urios-Aparisi

Walter de Gruyter, Sep 30, 2009 - 470 pages

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.

Contents

• Chapter 1 Introduction: 3
• Agendas for research: 19
• Multimodal metaphor in corporate branding messages: 45
• Imagery in winespeak and audiovisual promotion: 73
• Four case studies: 95
• A case study: 119
• A unified account: 147
• Exploring audience responses: 173
• Chapter 9 Image alignment in multimodal metaphor: 197
• Chapter 10 Visual metaphoric conceptualization in editorial cartoons: 213
• The metaphorical representation of anger in comics and animated films: 243
• Chapter 12 Pictorial metaphors of emotion in Japanese comics: 265
• Forms of multimodal metaphor in the use of spoken language: 297
• A cognitivesemiotic approach to multimodal figures of thought in cospeech gesture: 329
• Chapter 15 Music language and multimodal metaphor: 359
• Chapter 16 The role of nonverbal sound and music in multimodal metaphor: 383
• Chapter 17 Multimodal metaphor in classical film theory from the 1920s to the 1950s: 403
• Chapter 18 Multimodal expressions of the HUMAN VICTIM IS ANIMAL metaphor in horror films: 429
• Backmatter: 451

About the author

Eduardo Urios-Aparisi was born in Valencia, Spain in 1964. He received his Ph.D. in Classics from the University of Glasgow. He has edited the literary review Abrapalabra at the University of Illinois at Chicago, where he also taught Language and Spanish Literature. This is his first book of poems.

Bibliographic information

• Title: Multimodal Metaphor; Volume 11 of Applications of Cognitive Linguistics
• Authors: Charles Forceville, Eduardo Urios-Aparisi
• Editors: Charles Forceville, Eduardo Urios-Aparisi
• Edition: illustrated
• Publisher: Walter de Gruyter, 2009
• ISBN: 3110205157, 9783110205152
• Length: 470 pages
• Subjects: Figures of speech; Language Arts & Disciplines / Communication Studies; Language Arts & Disciplines / General; Language Arts & Disciplines / Linguistics / General; Metaphor