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, 2009a, 2009b), the study of conceptual non-exclusively verbal metaphor and metonymy remains largely unexplored. The theoretical framework combines Ruiz de Mendoza and Díez’s (2002) patterns of interaction between metaphor and metonymy -and their approach to metonymic processes of domain expansion and reduction- with some of Forceville’s (2009a) proposals in multimodality. In addition, I introduce the Multimodal Conceptual Integration Model, a novel theoretical proposal to study interaction among visual, textual, and subsidiarily audial conceptual material. I present a detailed account of (1) a multimodal metonymic composite (a metonymy where one of the terms is rendered in several modes) and (2) a multimodal metaphoric amalgam (a metaphorical complex where a source domain maps onto two different targets, elaborating on Ruiz de Mendoza and Mairal 2011, whose domains are cued in different modes).
KEYWORDS: advertising, metaphoric amalgam, metonymic composite, multimodal metaphor, multimodal metonymy.
Paula P. Sobrino, University of Logroño, Spain, February 2013