Pictorial and multimodal metaphor in commercials

Go Figure! New Directions in Advertising Rhetoric

Volumn , Issue , 2014, Pages 178-204

  Forceville, Charles ^a  

^a UNIVERSITY OF AMSTERDAM   (Netherlands)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 85068190880     PISSN: None     EISSN: None     Source Type: Book    
DOI: 10.4324/9781315704029-16     Document Type: Chapter

References (51)

1. Abed, Farough. 1994. “Visual Puns as Interactive Illustrations: Their Effects on Recognition Memory.” Metaphor and Symbolic Activity 9: 45-60.
2. Aristotle. 1991. On Rhetoric: A Theory of Civic Discourse, trans. and ed. George A. Kennedy. New York and Oxford: Oxford University Press.
3. Barcelona, Antonio. 2000. Metaphor and Metonymy at the Crossroads: A Cognitive Perspective.New York: Mouton de Gruyter.
4. Barthes, Roland. 1986 [1964]. “Rhetoric of the Image.” In Barthes, The Responsibility of Forms, trans. Richard Howard, 21-40. Oxford: Blackwell.
5. Black, Max. 1979. “More About Metaphor).” In Metaphor and Thought, ed. Andrew Ortony, 19-43. Cambridge: Cambridge University Press.
6. Caballero, Rosario. Forthcoming. “Cutting Across the Senses: Imagery in Winespeak and Audiovisual Promotion.” In Multimodal Metaphor, ed. Charles Forceville and Eduardo Urios-Aparisi, in preparation. New York: Mouton de Gruyter.
7. Caballero, Rosario; Ernesto Suarez-Toste; Raquel Segovia; and Teresa de Cuadra. 2006. “Metaphors We Drink By: Figurative Language in Wine Discourse.” Paper presented at the Workshop on Research and Applying Metaphor (RaAM) VI conference, University of Leeds, United Kingdom, April 10-13.
8. Carroll, Noel. 1994. “Visual Metaphor).” In Aspects of Metaphor, ed. Jaakko Hintikka, 189-218. Dordrecht: Kluwer.
9. Carroll, Noel. 1996. “A Note on Film Metaphor.” In Carroll, Theorizing the Moving Image, 212-223. Cambridge: Cambridge University Press.
10. Clark, Herbert H. 1996. Using Language. Cambridge: Cambridge University Press.
11. Dirven, René, and Ralf Pörings. 2002. Metaphor and Metonymy in Comparison and Contrast.New York: Mouton de Gruyter.
12. Forceville, Charles. 1994. “Pictorial Metaphor in Advertisements.” Metaphor and Symbolic Activity 9: 1-29.
13. Forceville, Charles. 1996. Pictorial Metaphor in Advertising. New York: Routledge.
14. Forceville, Charles. 1999. “The Metaphor Colin Is a Child in Ian McEwan’s, Harold Pinter’s, and Paul Schrader’s The Comfort of Strangers.” Metaphor and Symbol 14: 179-198.
15. Forceville, Charles. 2000. “Compasses, Beauty Queens and other PCs: Pictorial Metaphors in Computer Advertisements.” Hermes, Journal of Linguistics 24: 31-55.
16. Forceville, Charles. 2002. “The Identification of Target and Source in Pictorial Metaphors.” Journal of Pragmatics 34: 1-14.
17. Forceville, Charles. 2003. “Bildliche und Multimodale Metaphern in Werbespots.” Trans. from English, Dagmar Schmauks. Zeitschrift für Semiotik 25: 39-60.
18. Forceville, Charles. 2005a. “Addressing an Audience: Time, Place, and Genre in Peter van Straaten’s Calendar Cartoons.” Humor: International Journal of Humor Research 18:247-278.
19. Forceville, Charles. 2005b. “Cognitive Linguistics and Multimodal Metaphor.” In Bildwissenschaft:Zwischen Reflektion und Anwendung, ed. Klaus Sachs-Hombach, 264-284. Cologne:Von Halem.
20. Forceville, Charles. 2005c. “When Is a Pictorial Metaphor?" Lecture 2 in A Course in Pictorial and Multimodal Metaphor. www.chass.utoronto.ca/epc/srb/cyber/cforcevilleout.pdf.
21. Forceville, Charles. 2006. “Non-Verbal and Multimodal Metaphor in a Cognitivist Framework: Agendas for Research).” In Cognitive Linguistics: Current Applications and Future Perspectives, ed. Gitte Kristiansen, Michel Achard, René Dirven, and Francisco Ruiz de Mendoza Ibàñez, 379-402. New York: Mouton de Gruyter.
22. Forceville, Charles. 2007. “Multimodal Metaphor in Ten Dutch TV Commercials.” Public Journal of Semiotics 1: 19-51. http://semiotics.ca/.
23. Forceville, Charles. Forthcoming a. “Metaphor in Pictures and Multimodal Representations.” In Cambridge Handbook of Metaphor and Thought, ed. Ray Gibbs. Cambridge: Cambridge University Press.
24. Forceville, Charles. Forthcoming b. “The Role of Non-Verbal Sound and Music in Multimodal Metaphor.” In Multimodal Metaphor, ed. Charles Forceville and Eduardo Urios-Aparisi. New York: Mouton de Gruyter.
25. Forceville, Charles Paul Hekkert; and Ed Tan. 2006. “The Adaptive Value of Metaphors).” In Heuristiken der Literaturwissenschaft. Einladung zu disziplinexternen Perspektiven auf Literatur, ed. Uta Klein, Katja Mellmann, and Steffanie Metzger, 85-109. Paderborn: Mentis.
26. Forceville, Charles Michelle Hilscher; and Gerald Cupchik. In preparation. “The Interpretation of Multimodal Metaphors in Dutch Commercials by Dutch and Canadian Subjects.” Forceville, Charles, and Eduardo Urios-Aparisi, eds. In preparation. Multimodal Metaphor.New York: Mouton de Gruyter.
27. Gentner, Dedre, and Arthur Markman. 1997. “Structure Mapping in Analogy and Similarity.” American Psychologist 52: 45-56.
28. Gibbs, Raymond W. Jr. 1993. “Process and Products in Making Sense of Tropes.” In Metaphor and Thought, 2d ed., ed. Andrew Ortony, 252-276. Cambridge: Cambridge University Press.
29. Gibbs, Raymond W. Jr. 1994. The Poetics of the Mind: Figurative Thought, Language, and Understanding.Cambridge: Cambridge University Press.
30. Gibbs, Raymond W. Jr. 1999. Intentions in the Experience of Meaning. Cambridge: Cambridge University Press.
31. IKEA. 2006. www.youtube.com/watch?v=I07xDdFMdgw (accessed May 26, 2007).
32. Kennedy, John M. 1982. “Metaphor in Pictures.” Perception 11: 589-605.
33. Lakoff, George. 1987. Women, Fire and Dangerous Things: What Categories Reveal About the Mind. Chicago: University of Chicago Press.
34. Lakoff, George, and Mark Johnson. 1980. Metaphors We Live By. Chicago: University of Chicago Press.
35. Lakoff, George, and Mark Turner. 1989. More than Cool Reason: A Field Guide to Poetic Metaphor.Chicago: University of Chicago Press.
36. Maalej, Zouhair. 2001. “Processing Pictorial Metaphor in Advertising: A Cross-Cultural Perspective.” Academic Research 1: 19-42 (Sfax, Tunisia).
37. Mick, David Glen, and Laura G. Politi. 1989. “Consumers’ Interpretations of Advertising Imagery: A Visit to the Hell of Connotation).” In Interpretive Consumer Research, ed. Elizabeth C. Hirschman, 85-96. Provo, UT: Association for Consumer Research.
38. Phillips, Barbara J. 2003. “Understanding Visual Metaphor).” In Persuasive Imagery: A Consumer Response Perspective, ed. Linda M. Scott and Rajeev Batra, 297-310. Mahwah, NJ: Erlbaum.
39. Phillips, Barbara J, and Edward F. McQuarrie. 2004. “Beyond Visual Metaphor: A New Typology of Visual Rhetoric in Advertising.” Marketing Theory 4 (1/2): 113-136.
40. Raine, Craig. 1979. A Martian Sends a Postcard Home. Oxford: Oxford University Press.
41. Scott, Linda M. 1994. “Images in Advertising: The Need for a Theory of Visual Rhetoric.” Journal of Consumer Research 21 (September): 252-273.
42. Sperber, Dan, and Deirdre Wilson. 1995. Relevance: Communication and Cognition, 2d ed. Oxford: Blackwell.
43. Teng, Norman Y., and Sewen Sun. 2002. “Grouping, Simile, and Oxymoron in Pictures: A Design-Based Cognitive Approach.” Metaphor and Symbol 17: 295-316.
44. Tomasello, Michael. 2003. Constructing a Language: A Usage-Based Theory of Language Acquisition. Cambridge, MA: Harvard University Press.
45. Tversky, Barbara. 2001. “Spatial Schemas in Depictions).” In Spatial Schemas and Abstract Thought, ed. Merideth Gattis, 79-112. Cambridge, MA: MIT Press/Bradford Book. van den Boomen, Marianne. 2006. http://vandenboomen.org/blog/?p=83 (accessed May 26, 2007).
46. van Rompay, Thomas. 2005. “Expressions: Embodiment in the Experience of Design.” Ph.D. dissertation, Technische Universiteit Delft, the Netherlands.
47. Wells, Paul. 1998. Understanding Animation. New York: Routledge.
48. Whittock, Trevor. 1990. Metaphor and Film. Cambridge: Cambridge University Press.
49. Wiggin, Amy A., and Christine M. Miller. 2003. "‘Uncle Sam Wants You!' Exploring Verbal-Visual Juxtapositions in Television Advertising).” In Persuasive Imagery: A Consumer Response Perspective, ed. Linda M. Scott and Rajeev Batra, 267-295. Mahwah, NJ:Erlbaum.
50. Wilson, Deirdre, and Dan Sperber. 2004. “Relevance Theory.” In The Handbook of Pragmatics, ed. Laurence R. Horn and Gregory Ward, 607-632. Malden, MA: Blackwell.
51. Yus, Francisco. Forthcoming. “Towards a Pragmatics of Weblogs.” Quaderns de filologia(Valencia).