29.429, Books: Multimodal Metaphor and Metonymy in Advertising: Pérez Sobrino

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LINGUIST List: Vol-29-429. Thu Jan 25 2018. ISSN: 1069 - 4875.

Subject: 29.429, Books: Multimodal Metaphor and Metonymy in Advertising: Pérez Sobrino

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Date: Thu, 25 Jan 2018 13:46:11
From: Karin Plijnaar [karin.plijnaar at benjamins.nl]
Subject: Multimodal Metaphor and Metonymy in Advertising: Pérez Sobrino

 


Title: Multimodal Metaphor and Metonymy in Advertising 
Series Title: Figurative Thought and Language 2  

Publication Year: 2017 
Publisher: John Benjamins
	   http://www.benjamins.com/
	

Book URL: https://benjamins.com/catalog/ftl.2 


Author: Paula Pérez Sobrino

Electronic: ISBN:  9789027264671 Pages:  Price: U.S. $ 143.00
Electronic: ISBN:  9789027264671 Pages:  Price: U.K. £ 80.00
Electronic: ISBN:  9789027264671 Pages:  Price: Europe EURO 95.00
Hardback: ISBN:  9789027209863 Pages:  Price: U.S. $ 143.00
Hardback: ISBN:  9789027209863 Pages:  Price: U.K. £ 80.00
Hardback: ISBN:  9789027209863 Pages:  Price: Europe EURO 100.70


Abstract:

Metaphor and metonymy appeal to us because they evoke mental images in unique
but still recognisable ways. The potential for figurative thought exists in
everyone, and it pervades our everyday social interactions. In particular,
advertising offers countless opportunities to explore the way in which people
think creatively through metaphor and metonymy. The thorough analysis of a
corpus of 210 authentic printed advertisements shows the central role of
multimodal metaphor, metonymy, and their patterns of interaction, at the heart
of advertising campaigns. This book is the first in-depth research monograph
to bring together qualitative and quantitative evidence of metaphor-metonymy
combinations in real multimodal discourse. It combines detailed case study
analyses with corpus-based analysis and psycholinguistic enquiry to provide
the reader with a prismatic approach to the topic of figurative language in
multimodal advertising. Besides its theoretical contribution to the field of
multimodal figurative language, this monograph has a wide number of practical
applications due to its focus on advertising and the communicative impact of
creative messages on consumers. This book will pave the way for further
qualitative and quantitative research on the ways in which figurative language
shapes multimodal discourse, and how it relates to our everyday creative
thinking.
 



Linguistic Field(s): Cognitive Science
                     Discourse Analysis
                     Pragmatics


Written In: English  (eng)

See this book announcement on our website: 
http://linguistlist.org/pubs/books/get-book.cfm?BookID=123833

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