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Metaphors Dead and Alive, Sleeping and Waking
Traditional thinking on metaphors has divided them into two camps: dead and alive. Conventional expressions from everyday language are classified as dead, while much rarer novel or poetic metaphors are alive. In the 1980s, new theories on the cognitive processes involved with the use of metaphor challenged these assumptions, but with little empirical support. Drawing on the latest research in linguistics, semiotics, philosophy, and psychology, Cornelia Müller here unveils a new approach that refutes the rigid dead/alive dichotomy, offering in its place a more dynamic model: sleeping and waking. To build this model, Müller presents an overview of notions of metaphor from the classical perio...
Visual and Multimodal Communication
Successful communication requires optimal relevance to the target audience. Relevance theory provides an excellent model based on this insight, but until now the impact of the theory has been restricted due to an almost exclusive focus on spoken face-to-face communication. Visual and Multimodal Communication is the first book to systematically demonstrate how relevance theory can fulfill its promise to develop into an inclusive theory of communication. This book explains how relevance theory can be adapted to accommodate mass-communicative messages in pictograms, advertisements, cartoons, and comics, paving the way for a theory of communication covering different modes, media, and genres.
Multimodal Metaphor
"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 investigate...
Approaches to Multimodality
This volume transcends boundaries, captivating multimodality scholars worldwide while offering invaluable non-"Anglo" perspectives through its main focus on Lithuanian public discourse. Discover the interaction between multimodal communication and (sub)cultural influences in political, advertising, and film discourse. This volume is a vade mecum for scholars and students of visual and multimodal stylistics, rhetoric, and creativity across diverse media, professionals specialising in advertisements, commercials, films etc. Discover original insights that encourage intercultural comparative research, emphasising the role of cultural context in multimodality.
Embodied Metaphors in Film, Television, and Video Games
In cognitive research, metaphors have been shown to help us imagine complex, abstract, or invisible ideas, concepts, or emotions. Contributors to this book argue that metaphors occur not only in language, but in audio visual media well. This is all the more evident in entertainment media, which strategically "sell" their products by addressing their viewers’ immediate, reflexive understanding through pictures, sounds, and language. This volume applies cognitive metaphor theory (CMT) to film, television, and video games in order to analyze the embodied aesthetics and meanings of those moving images.
The Cambridge Handbook of Metaphor and Thought
A comprehensive collection of essays in multidisciplinary metaphor scholarship that has been written in response to the growing interest among scholars and students from a variety of disciplines such as linguistics, philosophy, anthropology, music and psychology. These essays explore the significance of metaphor in language, thought, culture and artistic expression. There are five main themes of the book: the roots of metaphor, metaphor understanding, metaphor in language and culture, metaphor in reasoning and feeling, and metaphor in non-verbal expression. Contributors come from a variety of academic disciplines, including psychology, linguistics, philosophy, cognitive science, literature, education, music, and law.
Go Figure! New Directions in Advertising Rhetoric
Rhetorical scholarship has found rich source material in the disciplines of advertising, communications research, and consumer behavior. Advertising, considered as a kind of communication, is distinguished by its focus on causing action. Its goal is not simply to communicate ideas, educate, or persuade, but to move a prospect closer to a purchase. The editors of "Go Figure! New Directions in Advertising Rhetoric" have been involved in developing the scholarship of advertising rhetoric for many years. In this volume they have assembled the most current and authoritative new perspectives on this topic. The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric. In the opening and closing chapters editors Ed McQuarrie and Barbara Phillips provide an integrative view of the current state of the art in advertising rhetoric
Text and Image
Text and image are used together in an increasingly flexible fashion and many disciplines and areas of study are now attempting to understand how these combinations work.This introductory textbook explores and analyses the various approaches to multimodality and offers a broad, interdisciplinary survey of all aspects of the text-image relation. It leads students into detailed discussion concerning a number of approaches that are used. It also brings out their strengths and weaknesses using illustrative example analyses and raises explicit research questions to reinforce learning. Throughout the book, John Bateman looks at a wide range of perspectives: socio-semiotics, visual communication, p...
Stylistic Use of Phraseological Units in Discourse
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Visual Metaphors
Whenever we think about the world – including its concrete and abstract entities – we typically see a series of so-called mental images in front of our eyes that aid us in everyday problem solving and navigating ourselves in the world. Visual metaphors, similarly to their linguistic counterparts, largely build on such images. Nevertheless, the interplay of metaphorical/metonymical text and imagery is not necessarily (and not usually) straightforward and raises complex theoretical and methodological questions. The eleven chapters in this collection address a wide range of such challenges, such as what are visual metaphors in the first place; how can they be identified; what is their relationship to linguistic metaphors; what are their most common manifestations; what knowledge structures are required for their interpretation; and how do they interact with metonymies. The studies cut across linguistics, politics, philosophy, poetry, art and history – highlighting the ubiquitous role that visual metaphor plays in everyday life and conceptualizations. Originally published as special issue of Cognitive Linguistic Studies 7:1 (2020).
