“Why and how study metaphor, metonymy, and other tropes in multimodal discourse?” In: Augusto Soares da Silva, José Cândido Martins, Luísa Magelhães, and Miguel Gonçalves (eds), Comunição, Cognição e Media, Vol. I, 41-60. Braga: Aletheia/Associação Científica e Cultural, Faculdade de Filosofia, Universade Católica Portuguesa. Also in (2010): Rosario Caballero and Maria Jesús Pinar (eds), Ways and Modes of Human Communication, 57-76. Cuenca: Ediciones de la Universidad de Castilla La Mancha.
Abstract: A fast-growing branch of cognitive linguistics focuses on multimodal metaphor, metonymy, and other tropes. This budding work is important for at least three reasons: (1) metaphor theorists’ claims about the embodied nature of human thinking can only be properly assessed if and when conceptual metaphor can be shown to occur in non-verbal and multimodal no less than in purely verbal discourse; (2) investigating multimodal tropes aids the development of tools for analyzing multimodal discourse in general; and (3) studying multimodal tropes can help multimodal discourse designers in their creative decisions. This paper elaborates on these three issues by discussing various examples, with as primary aim to achieve greater precision in analyzing non-verbal tropes and in distinguishing between them. Keywords: Multimodality, metaphor, metonymy, genre.