Rhetorical Devices in Classroom Films — Eef Masson.

Rhetorical Devices in Classroom Films (AIM, 17 May 2013) Eef Masson (e.l.masson@uva.nl)  Academic interest in non-theatrical and functional or ‘utility’ films (Hediger and Vonderau 2009) has increased considerably over the past decades. However, the research carried out so far has … Continue reading →

Visual argument or Multimodal argumentation? — Assimakis Tseronis

Visual argument or multimodal argumentation?  AIM-meeting 17 May 2013 Assimakis Tseronis (A.Tseronis@uva.nl)  Since 1996, when Leo Groarke and David Birdsell edited a special issue in the journal Argumentation and Advocacy, entitled “Toward a Theory of Visual Argument”, the interest in what … Continue reading →

On Robots: Visual and Multimodal Metaphor in Science Fiction Film — Yvette Granata.

Yvette Granata. University of Amsterdam On Robots: Visual and Multimodal Metaphor in Science Fiction Film Science fiction is found across cultures, past and present. From indigenous mythologies to proto-science-fiction tropes in early Arabic literature, such as in the Epic of Gilgamesh … Continue reading →

What is an oxymoron?

What is an oxymoron? AIM meeting, 5th Apr 2013.  University of Amsterdam The figure of speech known as oxymoron is usually defined as an expression involving semantically contradictory or incompatible terms, such as “cold fire” (Shakespeare) and “murderous innocence” (Yeats). Compared to … Continue reading →

The use of visual scenario in minimalist print advertisements: towards a new framework of visual persuasion? — Mélanie Cravero

The use of visual scenario in minimalist print advertisements: towards a new framework of visual persuasion? Mélanie Cravero 10397116 Master’s Film Studies AIM Research Meeting, February 15th, 2013 Abstract Since the development of mass media production, our western society has … Continue reading →

Paula P. Sobrino — Multimodal complex cognitive operations at work in greenwashing advertisements

MULTIMODAL COMPLEX COGNITIVE OPERATIONS AT WORK IN GREENWASHING ADVERTISEMENTS: THE CASE OF METONYMIC COMPOSITE AND METAPHORIC AMALGAM This presentation surveys the interaction between multimodal metaphor and metonymy through the analysis of two greenwashing advertisements. With the exception of Forceville (1996, … Continue reading →

Abstracts for Adventures in Multimodality Seminar: Three student presentations.

Jake Gibbons (BA student Department of English, Florida State University)Title: “The Materiality of Modality and the Material Mode” The digital age leaves unanswered questions of what constitutes modality and what qualifies as a “mode.” In a time when physical texts … Continue reading →

Discursive and visual analysis of ethos. Dr. Assimakis Tseronis.

Abstract for AIM meeting 24 February 2012 Author: Dr. Assimakis Tseronis Title: “Discursive and visual analysis of ethos” Abstract: In classical rhetoric, ethos constitutes one of the three technical means of persuasion, according to which the orator seeks to create … Continue reading →

Metaphor Systems and the Window Myth. Mathias Madsen.

Abstract for AIM meeting 24 February 2012 Author: Mathias Madsen Title: “Metaphor Systems and the Window Myth” Abstract: How do we understand analogies? We can agree that “politics is like theatre,” but how do we know what that means? Cognitive … Continue reading →

Where is the pain in the videogame? Natalia Sánchez-Querubín.

AIM meeting 25th of November. Where is the pain in the videogame? A vast majority of violent videogames today is structured around the idea of a character that advances through the game world by perpetrating body damage in others while … Continue reading →