What is it about?
This book, co-edited by Charles Forceville and Eduardo Urios-Aparisi, is the first to provide discussions of multimodal metaphors in a range of different media and genres. It builds on the idea that metaphors are first of all a feature of THINKING, not of language, by showcasing a range of papers analysing metaphors that are not, or not purely, verbal in nature. Genres addressed are advertising, political cartoons, co-speech gesturing, comics, music, logos, and winespeak.
Photo by laura adai on Unsplash
Why is it important?
In Metaphors We Live By (1980) Lakoff and Johnson pioneered the idea that metaphors are a pivotal instrument of cognition, but most of their followers have focused exclusively on verbal manifestations of so-called "conceptual metaphors." This volume shows how metaphors can occur in visuals and other non-verbal modes -- as well as in combinations of these modes. Thereby the volume contributes to conceptual metaphor theory as well as to visual and multimodal studies.
Read the Original
This page is a summary of: Multimodal Metaphor, January 2009, De Gruyter, DOI: 10.1515/9783110215366.
You can read the full text:
The following have contributed to this page