"Metaphor studies" has over the past 30 years become a discipline
in its own right, mainly because of the cognitive linguistic claim
that metaphors characterize thought, not just language. But most
metaphor scholars hitherto focus exclusively on its purely verbal
expressions. Since both persuasive and narrative discourses in
contemporary society increasingly draw on modalities other than
language alone, sustained research into a broader range of
manifestations of metaphor is imperative. This volume is the first
book-length study to investigate multimodal occurrences of
metaphor, and is of interest to scholars interested in metaphor as
well as in multimodal discourse. Each chapter investigates
metaphors whose identification and interpretation depend on the
co-presence of at least two of the following modalities: language,
visuals, gestures, sound, music. On the basis of case studies in a
variety of discourse genres (advertising, cartoons, films, comics,
conversation, music, amply represented in photographs, logos,
drawings, film stills, and musical scores), the contributors
demonstrate that, and how, metaphor can occur multimodally,
providing ideas and methodological angles enabling further
theorizing and testing in this rapidly expanding field. Covering
creative as well as conceptual metaphors, and where appropriate
evaluating cultural factors governing metaphor interpretation, the
contributors provide a wealth of material for studying the
conceptual and rhetorical force of metaphor in contemporary
society.
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