Multimodal metonymy and metaphor as complex discourse resources for creativity in ICT advertising discourse

2011 ◽  
Vol 9 (1) ◽  
pp. 153-178 ◽  
Author(s):  
Laura Hidalgo Downing ◽  
Blanca Kraljevic Mujic
Keyword(s):  
Cultural Context ◽  
Public Discourse ◽  
New Technologies ◽  
Cognitive Change ◽  
Multimodal Approach ◽  
Conceptual Metaphor Theory ◽  
Time Period ◽  
Metaphor Theory ◽  
English Speaking ◽  
Advertising Discourse

In this paper we carry out a study of multimodal metaphors in a corpus of 52 ICT advertisements published in English-speaking magazines during the period 1999–2002. The general theoretical framework adopted for this purpose is a combination of text world theory and of a multimodal approach to metaphor in discourse, which in turn draws from the principles of conceptual metaphor theory and of discourse theories. The main argument presented in this study is that metaphor is a key instrument in the presentation and negotiation of conventional and creative meanings in advertising discourse as a type of public discourse. More specifically, ICT advertisements during the time period 1999–2002 are particularly interesting for the study of metaphor because of the combination of conventional and innovative underlying concepts which are grounded in the specific socio-cultural context of recent advances in new technologies. In this sense, metaphor contributes to the discourse functions of display, by inviting the receiver to identify with fantasy worlds which are rooted in assumed patterns of socio-cultural behaviour and which are presented in the ad, and to the functions of persuasion and of cognitive change. First, we have identified and classified multimodal metaphors in the corpus according to their cognitive-functional type, then, following Semino (2008) we have identified predominant discourse patterns of metaphorical occurrences. Finally, we have identified the main resources for creativity in the advertisements. We have also studied how the combinations of individual micro-propositional metaphors give rise to extended metaphors which revolve around the megametaphor LIFE IS A CYBERSPACE JOURNEY. This megametaphor invites the receiver to reinterpret the more conventional metaphor LIFE IS A JOURNEY in terms of the new advances and experiences in society regarding IC technologies.

Symbolism in Flux: The Conceptual Metaphor of "World Liquescence" Across Media, Genres and Realities

2015 ◽  
Vol 59 (3) ◽  
pp. 413-430 ◽  
Author(s):  
Anastasia Kostetskaya
Keyword(s):  
Cultural Context ◽  
Cognitive Linguistics ◽  
Conceptual Metaphor ◽  
Conceptual Blending ◽  
Conceptual Metaphor Theory ◽  
Silver Age ◽  
Russian Symbolism ◽  
Metaphor Theory ◽  
Embodied Experiences ◽  
Visual Discourses

“Symbolism in Flux: the Metaphor of World Liquescence across Media, Genre and Realities” examines cultural implications of conceptual metaphor, in this case the metaphor of liquescence of the human emotional domain. The central question discussed in my paper is how poetics of water is metaphorically present in visual discourses of boundary transgression and blending, both static and dynamic, namely painting and film of the Russian Symbolist period. In my analysis of the painterly and cinematic texts selected, I apply concepts from cognitive linguistics, specifically Conceptual Metaphor Theory and Conceptual Blending Theory that see the roots of the human proclivity for metaphor in somatic embodied experiences. They provide tools and terms useful for theorizing discourses that implement the “water principle” as their modus operandi in approaching various metaphysical issues. They are particularly instrumental within the specific historical-cultural context of Russian Symbolism with its close attention to stirrings of the soul which in many cases are expressed via the “water metaphor.” I look at representations of the conceptual blend fusing human and water ontologies in these “Silver Age” texts: two paintings by V. Borisov-Musatov and two scenes from a film by E. Bauer. The innovative aspect of my work is found in my applying it to interacting art forms, which supports the central stance of Conceptual Metaphor Theory: that metaphor is not just a figure of language, but first and foremost, a figure of thought.

scholarly journals THE CONCEPTUALIZATION OF LIFE IN ENGLISH AND VIETNAMESE PROPAGANDA SLOGANS

2021 ◽  
Vol 37 (1) ◽  
pp. 153
Author(s):  
Phi Thi Thu Trang
Keyword(s):  
Living Organism ◽  
Cultural Variation ◽  
Conceptual Metaphor Theory ◽  
Identification Procedure ◽  
Cultural Perspectives ◽  
Frequency Of Use ◽  
Metaphor Theory ◽  
History Of ◽  
English Speaking ◽  
Similarities And Differences

 This paper sets out to examine the conceptualization of life, one of the most complicated concepts that require a number of domains to get mapped, in 600 English and Vietnamse propaganda slogans addressing social policies and purposeful activities in life, mostly collected from street banners and the Internet. The research is based on the principles of the Conceptual Metaphor Theory (Lakoff & Johnson, 2003) and Metaphor Identification Procedure (Pragglejaz group, 2007; Steen, 1999, 2009). The study aims at finding the conceptual preferences that English-speaking people and Vietnamese people have for life and trying to justify the similarities and differences in the way life is conceptualized in the two languages from social and cultural perspectives. The results suggest that metaphors of life are frequently used in both English and Vietnamese slogans on an almost equal basis. Specifically, life is conceptualized as A LIVING ORGANISM, AN OBJECT, PATH-SCHEMA, BUILDING AND WAR/STRUGGLE and some other isolated domains. Though most source domains are fundamentally similar, the distribution and frequency of use, the number of metaphorical linguistic expressions and even the minor cases reveal a great deal of cultural variation, which is mostly connected with the history of Vietnam and Western countries, and the lifestyles of their people.

scholarly journals Speak Louder Than the Ballot: A Cognitive Study to Election Abstention Metaphors

k ta ◽  
2021 ◽  
Vol 23 (2) ◽  
pp. 69-76
Author(s):  
Muhammad Adam
Keyword(s):  
Cultural Context ◽  
Political Discourse ◽  
Conceptual Metaphor ◽  
Mental Image ◽  
Conceptual Metaphor Theory ◽  
Essential Components ◽  
Metaphor Theory ◽  
Foreign Media ◽  
Media Reports ◽  
Cognitive Study

There have been few studies that highlight the use of metaphor in political discourse and election, but none of those studies focus on the election abstention –known in Indonesia as Golput phenomena- and the discussion of the intertwined components in metaphor. This research aims to investigate various metaphor components in the metaphorical description used to describe the abstention during the Indonesian election 2019 within the Conceptual Metaphor Theory (Lakoff and Johnson, 1980). Kovecses (2003) highlighted components of metaphor are also used to examine the essential components of conceptual metaphor in the use. The sources of data were from five foreign media reports that discuss the Indonesian issue of election abstention. The result shows there few essential components that can be revealed behind a metaphor such as the importance of mental image, cultural context, and highlighted elements in metaphor that contribute to the metaphorical function and interpretation

scholarly journals MICRO-CELEBRITIES’ CONCEPT OF HIJRAH: A CRITICAL METAPHOR ANALYSIS

PARADIGM ◽  
2020 ◽  
Vol 3 (1) ◽  
pp. 43
Author(s):  
Zainur Rofiq
Keyword(s):  
Public Discourse ◽  
Conceptual Metaphor ◽  
Metaphor Analysis ◽  
Conceptual Metaphor Theory ◽  
Speech Corpora ◽  
Metaphor Theory ◽  
Critical Metaphor Analysis ◽  
Pragmatic Aspect ◽  
Economic Discourses

<p class="Abstrak">The integration between the Conceptual Metaphor Theory (CMT) and the pragmatic aspect of the metaphor usage has resulted in the emergence of the Critical Metaphor Analysis (CMA) approach to examine metaphors in public discourse. By applying this approach, the present study explores the types of metaphors in Ustadz Hanan Attaki (henceforth UHA) and Ustadz Abdul Somad (Henceforth UAS) both English and Indonesian speech corpora on economic discourses and their possible latent ideologies. The results also indicate that some (linguistic) realizations of conceptual mappings of the metaphors in UHA and UAS’ corpus are used to evoke the emotion and the soul of their audiences. Further, the current study also shows that both UHA and UAS share similar <em>collectivism/jama’ah</em><em> </em>ideological values manifested through the <em>journey </em>and <em>battle </em>metaphors dataset.</p>

Dispositional Properties of Metaphor

2017 ◽  
Vol 38 (3) ◽  
pp. 175-188 ◽  
Author(s):  
Adam K. Fetterman ◽  
Brian P. Meier ◽  
Michael D. Robinson
Keyword(s):  
Positive Affect ◽  
Food Preferences ◽  
Self Control ◽  
Taste Preferences ◽  
Conceptual Metaphor Theory ◽  
Prosocial Motivation ◽  
Sweet Food ◽  
Metaphor Theory ◽  
Sweet Foods ◽  
Dispositional Properties

Abstract. Metaphors often characterize prosocial actions and people as sweet. Three studies sought to explore whether conceptual metaphors of this type can provide insights into the prosocial trait of agreeableness and into daily life prosociality. Study 1 (n = 698) examined relationships between agreeableness and food taste preferences. Studies 2 (n = 66) and 3 (n = 132) utilized daily diary protocols. In Study 1, more agreeable people liked sweet foods to a greater extent. In Study 2, greater sweet food preferences predicted a stronger positive relationship between daily prosocial behaviors and positive affect, a pattern consistent with prosocial motivation. Finally, Study 3 found that daily prosocial feelings and behaviors varied positively with sweet food consumption in a manner that could not be ascribed to positive affect or self-control. Altogether, the findings encourage further efforts to extend conceptual metaphor theory to the domain of personality processes, in part by building on balance-related ideas.

Metaphor of BPJS Kesehatan as a Sick Patient in Indonesian Media Headlines

2020 ◽  
Vol 3 (1) ◽  
pp. 10-21
Author(s):  
Muhammad Adam
Keyword(s):  
Qualitative Method ◽  
Conceptual Metaphor Theory ◽  
Financial Condition ◽  
Medical Supplies ◽  
Medical Terms ◽  
Sick Patient ◽  
Metaphor Theory ◽  
Media Outlet ◽  
The Government ◽  
Financial Subsidy

Indonesian health insurance (BPJS Kesehatan) has been facing financial deficit and during the coverage of its deficit, media frequently use many medical terms metaphor to describe the financial condition of BPJS Kesehatan. This study aims to examine the medical terms metaphor used to describe the financial deficit of BPJS Kesehatan to further identify the entailments and to pin point what is the cause of sickness and what could cure the sickness. Qualitative method is used in this study with conceptual metaphor theory (Lakoff and Johnson, 1980) as the conceptual framework. There 10 headlines from various online media outlet that are collected as the source of the data. The study examines the particular terms which described BPJS Kesehatan as a sick patient and further analysis is conducted to identify the closest entailments of metaphor, which are to identify who will be the doctor and what cause its sickness. The results shows that the particular conditions  as  metaphor used to describe the financial condition of BPJS Kesehatan is dying (sekarat), critical (kritis), swell (bengkak), and wound (luka).  From the analysis of entailments, the doctor is the government equipped with medical supplies and procedures to cure the patient which is the financial subsidy and the second entailment is the cause of the sickness which is the lack of awareness from the member to pay the premium regularly on time.

Metaphor, Cognition, Culture

2018 ◽  
Author(s):  
Zoltán Kövecses
Keyword(s):  
Conceptual Metaphor ◽  
The Other ◽  
Conceptual Metaphor Theory ◽  
Conceptual Metaphors ◽  
Culture And Cognition ◽  
Metaphor Theory ◽  
The One ◽  
Cultural Reality ◽  
Metaphor And Metonymy

The chapter reports on work concerned with the issue of how conceptual metaphor theory (CMT) functions as a link between culture and cognition. Three large areas are investigated to this effect. First, work on the interaction between conceptual metaphors, on the one hand, and folk and expert theories of emotion, on the other, is surveyed. Second, the issue of metaphorical universality and variation is addressed, together with that of the function of embodiment in metaphor. Third, a contextualist view of conceptual metaphors is proposed. The discussion of these issues leads to a new and integrated understanding of the role of metaphor and metonymy in creating cultural reality and that of metaphorical variation across and within cultures, as well as individuals.

scholarly journals Conceptualizations of the Heart in Jordanian Arabic: A Cognitive Perspective

2020 ◽  
Vol 12 (4) ◽  
pp. 65
Author(s):  
Omar Bani Mofarrej ◽  
Ghaleb Rabab'ah
Keyword(s):  
Human Body ◽  
Human Heart ◽  
Conceptual Metaphor ◽  
Cognitive Mechanisms ◽  
Conceptual Metaphor Theory ◽  
Cognitive Perspective ◽  
Jordanian Arabic ◽  
Metaphor Theory ◽  
Idiomatic Expressions ◽  
Levantine Arabic

The present paper examines the metaphorical and metonymical conceptualizations of the heart in Jordanian Arabic (JA) within the framework of Conceptual Metaphor Theory developed by Lakoff and Johnson (1980). The main aim is to explore how the human heart is conceptualized in JA, and to test the applicability of the different general cognitive mechanisms proposed by Niemeier (2003 and 2008) to those found in JA. The data were extracted from Idioms and Idiomatic Expressions in Levantine Arabic: Jordanian Dialect (Alzoubi, 2020), and other resources including articles, dissertations and books of Arabic proverbs. The findings revealed that all the four general cognitive mechanisms suggested by Niemeier (2003 and 2008) are applicable to JA. The findings also showed that the similarity derives from the universal aspects of the human body, which lends tremendous support to the embodiment hypothesis proposed by cognitive linguists. 

World-switch and mind style in The Barracks: a cognitive approach to ideology

2021 ◽  
Vol 50 (1) ◽  
pp. 43-59
Author(s):  
Salvador Alarcón-Hermosilla
Keyword(s):  
Figurative Language ◽  
World View ◽  
Cognitive Grammar ◽  
Irish Society ◽  
Frame Semantics ◽  
Cognitive Approach ◽  
Conceptual Metaphor Theory ◽  
Minor Characters ◽  
Metaphor Theory ◽  
Linguistic Level

Abstract The aim of this paper is to take a close look at John McGahern’s mind style through the language of the heroine Elizabeth Reegan and other characters, in his 1963 novel The Barracks. Specifically, attention will be drawn to how the linguistic choices shape the figurative language to cast the author’s controversial views on the religion-pervaded puritan Irish society that he knew so well. This will be done from two different perspectives. One perspective is through the breast cancer afflicted heroine, who asserts herself as a free thinker and a woman of science, in a society where priests have a strong influence at all social levels, and most women settle for housekeeping. The other is also through Elizabeth, together with other minor characters, who dare question some of the basic well-established ideological assumptions, in a series of examples where the author skilfully raises two parallel dichotomies, namely, FAITH versus REASON, and DARKNESS versus LIGHT. At a linguistic level, the present analysis relies on precepts from Frame Semantics, Conceptual Metaphor Theory, and Cognitive Grammar. These insights prove a most useful method of approach to a narrative text while unearthing the author’s ideological world view.

Metaphor Research and the Hebrew Bible

2021 ◽  
Vol 19 (3) ◽  
pp. 235-285
Author(s):  
Mason D. Lancaster
Keyword(s):  
Hebrew Bible ◽  
Conceptual Metaphor ◽  
Future Research ◽  
Conceptual Metaphor Theory ◽  
Current Trends ◽  
Metaphor Theory ◽  
Recent Developments

This article provides an overview of metaphor theories and research on their own terms, as well as their use in Hebrew Bible (HB) studies. Though metaphor studies in the HB have become increasingly popular, they often draw upon a limited or dated subset of metaphor scholarship. The first half of this article surveys a wide variety of metaphor scholarship from the humanities (philosophical, poetic, rhetorical) and the sciences (e.g., conceptual metaphor theory), beginning with Aristotle but focusing on more recent developments. The second half overviews studies of metaphor in the HB since 1980, surveying works focused on theory and method; works focused on specific biblical books or metaphor domains; and finally noting current trends and suggesting areas for future research.

Sign in / Sign up

Export Citation Format

Share Document