Charles Forceville (2006). ”Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research.”

Charles Forceville (2006). ”Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research.” In: Gitte Kristiansen, Michel Achard, René Dirven and Francisco Ruiz de Mendoza Ibàñez (eds.), Cognitive Linguistics: Current Applications and Future Perspectives, 379-402. Berlin/New York: Mouton de Gruyter. [Reprinted in Forceville and Urios-Aparisi 2009.]

Abstract: Cognitive metaphor theory (CMT) has over the past 25 years amply sought to underpin the claim that humans’ pervasive use of verbal metaphor reflects the fact that they think largely metaphorically. If this tenet of CMT is correct, metaphor should manifest itself not just in language but also via other modes of communication, such as pictures, music, sounds, and gestures. However, non-verbal and multimodal metaphor have been far less extensively studied than their verbal sisters. The present article provides a review of work done in this area, focusing on a number of issues that require further research. These issues include the proposal to distinguish between monomodal and multimodal metaphor; reflections on the difference between structural and creative metaphor; the question of how verbalizations of non-verbal or conceptual metaphors may affect their possible interpretation; thoughts as to how similarity between target and source is created; and suggestions about the importance of genre for the construal and interpretation of metaphor. Keywords: Monomodal and multimodal metaphor; Pictorial metaphor; Structural versus creative metaphor; Similarity in metaphor; Genre.

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