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Title: Multimodal Metaphor
Edited By: Charles Joseph Forceville
Eduardo Urios-Aparisi
Series Title: Applications of Cognitive LInguistics11

"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 investigates
metaphors whose identification and interpretation depend on the co-presence
of at least two of the following modalities: language, visuals, gestures,
sound, music. On the basis of case studies in a variety of discourse genres
(advertising, cartoons, films, comics, conversation, music, amply
represented in photographs, logos, drawings, film stills, and musical
scores), the contributors demonstrate that, and how, metaphor can occur
multimodally, providing ideas and methodological angles enabling further
theorizing and testing in this rapidly expanding field. Covering creative
as well as conceptual metaphors, and where appropriate evaluating cultural
factors governing metaphor interpretation, the contributors provide a
wealth of material for studying the conceptual and rhetorical force of
metaphor in contemporary society.

Publication Year: 2009
Publisher: De Gruyter Mouton
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BibTex: View BibTex record
Linguistic Field(s): Discourse Analysis
General Linguistics
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Format: Electronic
ISBN-13: 9783110215366
Pages: 470
Prices: Europe EURO 132.00
U.S. $ 165.00
Format: Hardback
ISBN-13: 9783110205152
Pages: 470
Prices: Europe EURO 118.00
U.S. $ 165.00