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Revitalizing Endangered Languages

Edited by Justyna Olko & Julia Sallabank

Revitalizing Endangered Languages "This guidebook provides ideas and strategies, as well as some background, to help with the effective revitalization of endangered languages. It covers a broad scope of themes including effective planning, benefits, wellbeing, economic aspects, attitudes and ideologies."

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Academic Paper

Title: Verbo-pictorial metaphor in French advertising
Author: Isabel Negro Alousque
Institution: Universidad Complutense de Madrid
Linguistic Field: Text/Corpus Linguistics
Subject Language: French
Abstract: In the last thirty years the development of the Cognitive Metaphor Theory (e.g. Lakoff, 1987, 2006; Lakoff and Johnson, 1999) has led to vast research into metaphor. The study of linguistic metaphor was followed by a body of work into pictorial metaphor (Forceville, 1994, 1996) and multimodal metaphor (Forceville, 2007, 2008, 2009). In the present contribution we explore the use of verbo-pictorial metaphors in advertising through a corpus of French print ads. Starting from the claim that adverts serve a persuasive purpose, it will be argued that multimodal metaphor contributes to that purpose. The paper addresses three issues: a) how multimodal metaphors are manifested in the French advertisements; b) how image and text interact in a concrete type of multimodal metaphor in French print advertisements, namely verbo-pictorial metaphor; c) how verbo-pictorial metaphor performs a pragmatic function in advertising.


This article appears IN Journal of French Language Studies Vol. 24, Issue 2.

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