Featured Linguist!

Jost Gippert: Our Featured Linguist!

"Buenos dias", "buenas noches" -- this was the first words in a foreign language I heard in my life, as a three-year old boy growing up in developing post-war Western Germany, where the first gastarbeiters had arrived from Spain. Fascinated by the strange sounds, I tried to get to know some more languages, the only opportunity being TV courses of English and French -- there was no foreign language education for pre-teen school children in Germany yet in those days. Read more



Donate Now | Visit the Fund Drive Homepage

Amount Raised:

$34168

Still Needed:

$40832

Can anyone overtake Syntax in the Subfield Challenge ?

Grad School Challenge Leader: University of Washington


Publishing Partner: Cambridge University Press CUP Extra Publisher Login
amazon logo
More Info


New from Oxford University Press!

ad

What is English? And Why Should We Care?

By: Tim William Machan

To find some answers Tim Machan explores the language's present and past, and looks ahead to its futures among the one and a half billion people who speak it. His search is fascinating and important, for definitions of English have influenced education and law in many countries and helped shape the identities of those who live in them.


New from Cambridge University Press!

ad

Medical Writing in Early Modern English

Edited by Irma Taavitsainen and Paivi Pahta

This volume provides a new perspective on the evolution of the special language of medicine, based on the electronic corpus of Early Modern English Medical Texts, containing over two million words of medical writing from 1500 to 1700.


Academic Paper


Title: Bildliche und multimodale Metaphern in Werbespots
Author: Charles Joseph Forceville
Email: click here to access email
Homepage: http://home.medewerker.uva.nl/c.j.forceville/ AND http://muldisc.wordpress.com/
Institution: University of Amsterdam
Linguistic Field: Applied Linguistics; Discourse Analysis; Linguistic Theories; Pragmatics; Cognitive Science
Abstract: (The paper was translated from English by Dagmar Schmauks)

Summary in English: Studying pictorial metaphor and other forms of non-verbal metaphor is indispensable for the development of a complete and balanced theory of cognitive metaphor, and moreover provides a practical tool for the analysis of certain images. Hitherto, the scant literature has primarily focused on pictorial metaphor in static images. This article focuses on pictorial and multi-modal metaphor in moving images, specifically commercials. Pictorial metaphors in moving images differ from those in static ones in at least the following respects: (1) target and source need not be represented (or suggested) simultaneously, but can occur after one another; (2) in the post-silent film era, a metaphorical term can be cued by the aural track (via music or a sound effect) as well as by visual information. In the latter case the metaphor is better labeled 'multimodal' than 'pictorial'; (3) framings and camera movements can create metaphorical similarity in ways not open to static, standalone pictures and photographs. The model developed for static pictorial metaphors developed in Forceville (1996) is shown to be adaptable to those in moving images. The article ends by discussing some questions raised by the analyses, and by suggesting avenues for further research.
Type: Individual Paper
Status: Completed
Publication Info: Zeitschrift für Semiotik, special issue on non-verbal metaphor, edited by Roland Posner (8000 words), forthcoming, 2003.


Back
Add a new paper
Return to Academic Papers main page
Return to Directory of Linguists main page