Multimodal Metaphor

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ISBN: 9783110205152 | 3110205157
Cover: Hardcover
Copyright: 9/30/2009

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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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List of contributors	p. ix
Preface	p. xiii
Setting the Scene
Introduction	p. 3
Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research	p. 19
Multimodal Metaphor in Advertising
Brand images: Multimodal metaphor in corporate branding messages	p. 45
Cutting across the senses: Imagery in winespeak and audiovisual promotion	p. 73
Interaction of multimodal metaphor and metonymy in TV commercials: Four case studies	p. 95
Nonverbal and multimodal manifestation of metaphors and metonymies: A case study	p. 119
Multimodal Metaphor in Political Cartoons
Visual metaphor versus verbal metaphor: A unified account	p. 147
Metaphor in political cartoons: Exploring audience responses	p. 173
Image alignment in multimodal metaphor	p. 197
Visual metaphoric conceptualization in editorial cartoons	p. 213
Metaphors of Emotion in Comics, Manga, and Animation
Anger in Asterix: The metaphorical representation of anger in comics and animated films	p. 243
Pictorial metaphors of emotion in Japanese comics	p. 265
Metaphor in Spoken Language and Co-Speech Gesture
Words, gestures, and beyond: Forms of multimodal metaphor in the use of spoken language	p. 297
Metonymy first, metaphor second: A cognitive-semiotic approach to multimodal figures of thought in co-speech gesture	p. 329
Metaphor Involving Music and Sound
Music, language, and multimodal metaphor	p. 359
The role of non-verbal sound and music in multimodal metaphor	p. 383
Metaphor and Film
Multimodal metaphor in classical film theory from the 1920s to the 1950s	p. 403
Multimodal expressions of the human victim is animal metaphor in horror films	p. 429
Subject index	p. 451
Author index	p. 461
Metaphor and metonymy index	p. 467
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Multimodal Metaphor

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