Category Archives: Advertising (abstracts)

Looking for the link between pictorial metaphor and argument from analogy in advertising by Chiara Pollaroli

Adventures in Multimodality (AIM) research meeting 16 May 2014 Chiara Pollaroli University of Lugano (Switzerland). Looking for the link between pictorial metaphor and argument from analogy in advertising Many studies have shown that advertising makes extensive use of metaphors represented … Continue reading

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Forceville, Charles (2012). “Creativity in pictorial and multimodal advertising metaphors.”

“Creativity in pictorial and multimodal advertising metaphors.” In: Rodney Jones (ed.), Discourse and Creativity (113-132). London: Longman. Abstract: Finding their inspiration in Koestler’s work, Fauconnier and Turner have developed a theory, Blending Theory, which among other things can model ‘emergent … Continue reading

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Van Mulken, Margot, Rob le Pair, and Charles Forceville (2010). “The impact of complexity on the appreciation of visual metaphor in advertising across three European countries.”

“The impact of complexity on the appreciation of visual metaphor in advertising across three European countries.” Journal of Pragmatics 42: 3418-3430. doi:10.1016/j.pragma.2010.04.030. Abstract: With regard to the spatial distribution of pictorial elements in (monomodal) visual metaphor three types of metaphor … Continue reading

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Forceville, Charles (2009). “The role of non-verbal sound and music in multimodal metaphor.”

“The role of non-verbal sound and music in multimodal metaphor.” In: Charles Forceville and Eduardo Urios-Aparisi (eds), Multimodal Metaphor, 383-400. Berlin/New York: Mouton de Gruyter. [Revised version of Forceville 2004.] Abstract: Lakoff and Johnson 1999, 2003, Kövecses 2000, 2002, Gibbs … Continue reading

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Forceville, Charles (2008). “Pictorial and multimodal metaphor in commercials.”

“Pictorial and multimodal metaphor in commercials.” In: Edward F. McQuarrie & Barbara J. Phillips (eds), Go Figure! New Directions in Advertising Rhetoric, 272-310. Armonk NY: ME Sharpe. Abstract: Deploying metaphor is an attractive and efficient way for advertisers to make … Continue reading

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Forceville, Charles (2008). “Bumper stories: the framing of commercial blocks on Dutch public television.”

“Bumper stories: the framing of commercial blocks on Dutch public television.” In: Jaap Kooijman, Patricia Pisters, and Wanda Strauven (eds), Mind the Screen: Media Concepts According to Thomas Elsaesser, 229-241. Amsterdam: Amsterdam University Press. Abstract: In “Reclame: markt en betekenis,” … Continue reading

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Forceville, Charles (2007). “Multimodal metaphor in ten Dutch TV commercials.”

Forceville, Charles (2007). “Multimodal metaphor in ten Dutch TV commercials.” Public Journal of Semiotics 1: 19-51. http://semiotics.ca/ Abstract: Since the publication of Lakoff and Johnson’s Metaphors We Live By (1980), conceptual metaphor theory (CMT) has dominated metaphor studies. While one … Continue reading

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