Multimodal metaphor and metonymy in advertising:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Amsterdam ; Philadelphia
John Benjamins Publishing Company
[2017]
|
| Series: | Figurative thought and language
volume 2 |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | vii, 232 Seiten Illustrationen, Diagramme |
| ISBN: | 9789027209863 |
Staff View
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Record in the Search Index
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|---|---|
| adam_text | Table of contents
Preface
CHAPTER 1
Scope of and need for this book
1.1 About this book 7
1.2 Research questions and working hypotheses 9
1.3 Originality and potential impact of this book 12
1.4 Structure of the book 14
CHAPTER 2
Theoretical models to explore multimodal meaning
2.1 Introduction 17
2.2 The visual-semiotic model 20
2.3 The relevance-theoretic model 29
2.4 The multiple space-structuring model 39
2.5 The multimodal approach to conceptual metaphor 48
chapter 3
An integrated approach to the study of multimodal metaphor
and metonymy
3.1 Introduction 55
3.2 Patterns of conceptual interaction 57
3.2.1 (Multiple-source)-in-target metonymy 58
3.2.2 Metonymic chains 60
3.2.3 Metaphtonymy 62
3.2.4 Metaphoric amalgams 64
3.2.5 Metaphoric chains 66
3.3 The figurative continuum 67
3.4 Expanding the figurative continuum to multimodal settings:
What needs to be done 69
CHAPTER 4
Facing methodological challenges
4.1 Introduction 77
4.2 The equipollence hypothesis 79
4.3 Aspects of operationalization 81
4.3.1 Selection of the data 81
4.3.2 Identification of multimodal manifestations related
to metaphor and metonymy 85
4.3.3 Inter-rater reliability 91
4.3.4 Annotation scheme 92
4.4 Final remarks 93
CHAPTER 5
Metonymy and metonymic complexes
5.1 Introduction 95
5.2 Multimodal metonymy and its complexes 97
5.2.1 Multimodal metonymy 97
5.2.2 Multimodal metonymic chain 102
5.2.3 Multimodal (multiple-source)-in-target metonymy 105
5.2.4 Multimodal (multiple-source)-in-target metonymic chain 109
5.3 Other operations in combination with multimodal metonymy 111
5.3.1 Hyperbole 111
5.3.2 Paradox 113
5.3.3 Onomatopoeia 116
5.4 Interim conclusions 118
chapter 6
Metaphor and metaphoric complexes
6.1 Introduction 119
6.2 Multimodal metaphor and its complexes 120
6.2.1 Multimodal metaphor 120
6.2.2 Multimodal metaphtonymy 125
6.2.3 Multimodal single-source metaphoric amalgam 140
6.2.4 Multimodal multiple-source/target metaphoric amalgam 145
6.2.5 Multimodal metaphoric chain 152
6.3 Conclusions 155
CHAPTER 7
Figurative complexes in advertising (I): A corpus-based account
7.1 Introduction 157
7.2 Figurative operations 160
7.3 Choice of mode 162
7.4 Product type 167
7.5 Other interactions: Mode and marketing strategy 169
7.6 Conclusions 171
chapter 8
Figurative complexes in advertising (II): A cross-cultural investigation
into the the reception of advertisements
8.1 Introduction 175
8.2 Methodology 179
8.2.1 Selection of participants and materials 179
8.2.2 Selection of the material 180
8.2.3 Data collection and processing 181
8.2.4 Statistical procedures 183
8.3 Findings and discussion 184
8.3.1 Speed of processing 184
8.3.2 Perceived persuasive potential 185
8.3.3 Number of possible interpretations 186
8.3.4 Interim conclusions 187
8.3.5 Cross-cultural variation 189
8.4 Summary and conclusions 194
chapter 9
Closing notes
9.1 Introduction 197
9.2 What adds Multimodal Metaphor and Metonymy in Advertising
to what we already know? 197
9.3 Implications of this book for future research on multimodal
metaphor and metonymy 206
9.4 Reverse engineering and suggestions for further research 207
9.5 Closing notes 211
References
Secondary references
Index
|
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| author | Pérez Sobrino, Paula |
| author_facet | Pérez Sobrino, Paula |
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| author_sort | Pérez Sobrino, Paula |
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| discipline | Sprachwissenschaft Literaturwissenschaft |
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| isbn | 9789027209863 |
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| spelling | Pérez Sobrino, Paula Verfasser aut Multimodal metaphor and metonymy in advertising Paula Pérez Sobrino, Universidad Politécnica of Madrid Amsterdam ; Philadelphia John Benjamins Publishing Company [2017] © 2017 vii, 232 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Figurative thought and language volume 2 Metonymie (DE-588)4169738-8 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf Werbesprache (DE-588)4065535-0 gnd rswk-swf Metapher (DE-588)4038935-2 gnd rswk-swf Werbesprache (DE-588)4065535-0 s Werbung (DE-588)4065541-6 s Metapher (DE-588)4038935-2 s Metonymie (DE-588)4169738-8 s DE-604 Erscheint auch als Online-Ausgabe 978-90-272-6467-1 Figurative thought and language volume 2 (DE-604)BV044625427 2 Digitalisierung UB Passau - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029953532&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Pérez Sobrino, Paula Multimodal metaphor and metonymy in advertising Figurative thought and language Metonymie (DE-588)4169738-8 gnd Werbung (DE-588)4065541-6 gnd Werbesprache (DE-588)4065535-0 gnd Metapher (DE-588)4038935-2 gnd |
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| title | Multimodal metaphor and metonymy in advertising |
| title_auth | Multimodal metaphor and metonymy in advertising |
| title_exact_search | Multimodal metaphor and metonymy in advertising |
| title_full | Multimodal metaphor and metonymy in advertising Paula Pérez Sobrino, Universidad Politécnica of Madrid |
| title_fullStr | Multimodal metaphor and metonymy in advertising Paula Pérez Sobrino, Universidad Politécnica of Madrid |
| title_full_unstemmed | Multimodal metaphor and metonymy in advertising Paula Pérez Sobrino, Universidad Politécnica of Madrid |
| title_short | Multimodal metaphor and metonymy in advertising |
| title_sort | multimodal metaphor and metonymy in advertising |
| topic | Metonymie (DE-588)4169738-8 gnd Werbung (DE-588)4065541-6 gnd Werbesprache (DE-588)4065535-0 gnd Metapher (DE-588)4038935-2 gnd |
| topic_facet | Metonymie Werbung Werbesprache Metapher |
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