What is it about?

Metaphors that are not (purely) verbal must be identified in different ways than those occurring in language. Commercials are virtually always multimodal, and therefore so are any metaphors in them. Ten Dutch commercials are analysed to demonstrate how visual and multimodal metaphors can be identified and interpreted in moving images. The conventions of the "advertising" genre strongly steer and restrict interpretations.

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Why is it important?

If we THINK metaphorically, as argued in Lakoff and Johnson's Metaphors We Live By (1980), it is essential that we understand how metaphors can be expressed in other modes than language. This paper ventures into explaining how metaphors work in moving images of the advertising type.


This is one of the first papers in which I adapt my model to identify and interpret metaphors in static advertisements (= print ads and billboards) to accommodate those in the medium of moving images (= commercials).

Dr Charles Forceville
Universiteit van Amsterdam

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This page is a summary of: Multimodal Metaphor in Ten Dutch TV Commercials, Public Journal of Semiotics, January 2007, Public Journal of Semiotics, Lund University, DOI: 10.37693/pjos.2007.1.8812.
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