scholarly journals Pictorial (multimodal) metaphor in printed advertising

2011 ◽  
pp. 1-9
Author(s):  
Saulė Juzelėnienė ◽  
Skirmantė Šarkauskienė
Keyword(s):  
Theoretical Basis ◽  
Cognitive Linguistics ◽  
Conceptual Metaphor ◽  
Spoken Language ◽  
Written Language ◽  
The Other ◽  
Interaction Theory ◽  
Visual Metaphor ◽  
Target Domain ◽  
Source Domain

The theoretical basis of the article is the methodology of pictorial/visual metaphor research presented in Charles Forceville's work Pictorial Metaphor in Advertising (2006) and multimodal metaphor research proposed in his book Multimodal Metaphor (2009). Both verbal and non-verbal metaphors are investigated combining interaction theory proposed by Max Black and the principles of conceptual metaphor analysis formulated in cognitive linguistics. In a metaphor, the primary and the secondary subjects are considered equal to the target and the source domains distinguished by cognitive linguists and the result of their interaction (the properties of the secondary subject (source domain) are mapped onto the primary subject (target domain)) is a conceptual metaphor. The target domain in advertising is an item or service being promoted, while the source domain is an object whose properties are attributed to the item or the service being advertised.In the discourse of advertising metaphor is realised by verbal and non-verbal forms of communications: written language, spoken language, image, music, sound, gestures. If the target and source domains in a conceptual metaphor are expressed by means of one of the indicated forms, it is treated as a monomodal metaphor, whereas if they are expressed by more than one of them, it is regarded as a multimodal metaphor. Since in the case of pictorial metaphor one of the components is expressed verbally and the other – by means of an image, it is treated as one of the varieties of multimodal metaphor.In Lithuanian printed advertising, pictorial metaphor is used to express various concepts. In the article the following examples of conceptual metaphors are analysed: JUICE IS SUN, CAR IS ANIMAL, TILE ADHESIVE IS BINDWEED, VODKA IS A NATION/PERSON. The research has revealed that in a metaphor both the source and the target domain can be expressed using pictorial and verbal means and sometimes using both of them. As a result, both verbal and pictorial means are equally important in metaphor as their interaction makes an advertisement more persuasive and effective.

scholarly journals Hyperbolic markers in modeling hyperbole: a scenario-based account

2021 ◽  
Vol 85 ◽  
pp. 61-71
Author(s):  
Carla Ovejas Ramírez
Keyword(s):  
Cognitive Linguistics ◽  
Language Use ◽  
Meaning Construction ◽  
The Other ◽  
Target Domain ◽  
Real Situation ◽  
Source Domain ◽  
The Real ◽  
Theoretical Context ◽  
Hypothetical Scenario

This article discusses hyperbolic markers in modeling hyperbole from the perspective of a scenario-based account of language use within the framework of Cognitive Linguistics. In this view, hyperbole is seen as a mapping across two conceptual domains (Peña y Ruiz de Mendoza, 2017), a source domain, here relabeled as the magnified scenario, which contains a hypothetical unrealistic situation based on exaggeration, and a target domain or observable scenario which depicts the real situation addressed by the hyperbolic expression. Since the hypothetical scenario is a magnified version of the observable scenario, the mapping contains source-target matches in varying degrees of resemblance. Within this theoretical context, the article explores resources available to speakers for the construction of magnified scenarios leading to hyperbolic interpretation. Among such resources, we find hyperbole markers and the setting up of domains of reference. Finally, the article also discusses hyperbole blockers, which cancel out the activity of the other hyperbolic meaning construction mechanisms.

“The suburbs are exploding”

2010 ◽  
Vol 24 ◽  
pp. 103-119 ◽  
Author(s):  
Stefanie Peeters
Keyword(s):  
Conceptual Metaphor ◽  
The Other ◽  
Target Domain ◽  
Conceptual Metaphor Theory ◽  
Source Domain ◽  
Conceptual Domain ◽  
Other Hand ◽  
Metaphor Theory ◽  
The One

Ever since Lakoff and Johnson (1980) introduced their Conceptual Metaphor Theory, metaphors have been seen as important ‘framing devices’: as metaphor involves constructing one conceptual domain in terms of another, the choice of the latter (or source domain) affects how the former (or target domain) is represented. Based on a corpus of French written press reporting, this article will, on the one hand, show that the notion of ‘framing’ is, in line with the findings of Conceptual Metaphor Theory, useful for analysing metaphors as well as for indicating their constructive force. On the other hand, however, this article will defend the idea that an analysis of metaphors in terms of frames does not always suffice and needs to be complemented. Following a recent strand in metaphor studies that shows an increasing awareness of the importance of studying metaphors as linguistic and discursive phenomena (cf. Cameron, 2003; Semino, 2008), we will claim that a more co-text-oriented metaphor approach has to be adopted to account for the nuances and evaluative associations metaphors are able to convey.

scholarly journals CONCEPTUAL METAPHOR A FAMILY IS A HOUSE IN VIETNAMESE

2020 ◽  
Vol 36 (6) ◽  
pp. 43
Author(s):  
Vu Hoang Cuc
Keyword(s):  
Family Relationships ◽  
Cognitive Linguistics ◽  
Conceptual Metaphor ◽  
Domain Family ◽  
Target Domain ◽  
Source Domain ◽  
The Family ◽  
Research Findings ◽  
Different Parts ◽  
Cultural Features

The article analyzes the conceptual metaphor A FAMILY IS A HOUSE in Vietnamese to explore the ways Vietnamese people conceptualize family via the domain of HOUSE. To fulfill the research objectives, the article uses the theory of conceptual metaphors and other fundamental concepts of Cognitive linguistics to establish and analyze the mappings from the source domain HOUSE to the target domain FAMILY. The research findings show that Vietnamese people use the house to conceptualize the family as a place to shelter and protect each member. Besides, different parts of the house including the roof, rooftop, pillar, space and the activities of building, destroying the house are also used to express the ways Vietnamese people perceive the roles of the father, husband, family relationships, establishment and breakup and protection of the family. The use of the house to express views of the family demonstrates distinctive cultural features of the Vietnamese people.

scholarly journals O SENSO COMUM DE INFORMAÇÃO: QUESTÕES OPORTUNAS

2015 ◽  
Vol 1 (2) ◽  
pp. 69-93
Author(s):  
Marcos Gonzalez
Keyword(s):  
Critical Review ◽  
Cognitive Linguistics ◽  
Information Science ◽  
Conceptual Metaphor ◽  
Written Language ◽  
Key Technology ◽  
Semantic Frames ◽  
Concept Of Information

Problematizamos o conceito de informação, sob a perspectiva da Linguística Sociocognitiva, em especial da teoria da metáfora conceptual e da teoria dos frames semânticos, a fim de verificar se a terminologia predominante da Ciência da Informação (CI) é próxima do “senso comum”, como querem alguns autores da área. De fato, pudemos descrever o esquema cognitivo em que o conceito de informação é produtivo. Identificamos um componente da metáfora do canal, a metáfora INFORMAÇÃO É CONTEÚDO, capaz de confirmar a suspeita dos epistemólogos da CI e ir além: ela revela uma maneira mecânica de “falar sobre comunicação” que é de um “senso comum” desde há muitos séculos. Qual “senso comum”? Argumentando que a metáfora INFORMAÇÃO É CONTEÚDO faz mais sentido no contexto da comunicação escrita do que na falada, sugerimos uma revisão crítica dos efeitos que o letramento em massa aos seis anos poderia estar provocando na mentalidade ocidental: ao valorizar a escrita, tecnologia fundamental para a sustentabilidade das “sociedades da informação”, estaremos negligenciando a oralidade e, em consequência, negando nossa humanidade? THE COMMONSENSE OF INFORMATION: TEMPESTIVE QUESTIONSAbstractWe problematize the concept of information, from the perspective of socio-cognitive linguistics, especially that from the conceptual metaphor and semantic frames theories, in order to check whether the prevailing terminology of the Information Science (IS) is close to the “commonsense”, as some authors whish. In fact, we describe a cognitive scheme in which the concept of information is productive. A component of the conduit metaphor, INFORMATION IS CONTENT, seems to confirm the suspicion of IS epistemologists and more: it reveals a mechanical way to “speek about communication” that is a “commonsense” for centuries. Which “commonsense”? Arguing that the metaphor INFORMATION IS CONTENT makes more sense in the context of written language than in spoken one, we suggest a critical review of the effects that mass literacy at age six could be causing in Western mind: giving prestige to the writing language, a key technology for the sustainability of “information societies”, are we neglecting orality and therefore denying our humanity?

scholarly journals Le metafore di intensificazione in russo: la realizzazione linguistica del concetto di COMPLETEZZA

2018 ◽  
pp. 95-106
Author(s):  
Valentina Benigni
Keyword(s):  
Conceptual Metaphor ◽  
Target Domain ◽  
Conceptual Metaphor Theory ◽  
Source Domain ◽  
Wide Range ◽  
Metaphor Theory ◽  
Round Form

Adopting a data based approach, the study explores Russian intensifying metaphors of COMPLETENESS. A wide range of instantiations of the metaphor of COMPLETENESS is analyzed within the framework of Conceptual Metaphor Theory (Lakoff & Johnson 1980), comprising achievement of a result (soveršennyj idiot), filled container (nabityj durak) and round form (kruglyj otličnik). The contrastive perspective (Russian-English-Italian) provides new insights on the mapping of the source domain of COMPLETENESS onto the target domain of INTENSITY in different languages and cultures.

scholarly journals Image-to-Image Translation with Multi-Path Consistency Regularization

2019 ◽  
Author(s):  
Jianxin Lin ◽  
Yingce Xia ◽  
Yijun Wang ◽  
Tao Qin ◽  
Zhibo Chen
Keyword(s):  
Machine Learning ◽  
Computer Vision ◽  
The Other ◽  
Natural Images ◽  
Original Image ◽  
Target Domain ◽  
Source Domain ◽  
Face To Face ◽  
Image Translation ◽  
The Difference

Image translation across different domains has attracted much attention in both machine learning and computer vision communities. Taking the translation from a source domain to a target domain as an example, existing algorithms mainly rely on two kinds of loss for training: One is the discrimination loss, which is used to differentiate images generated by the models and natural images; the other is the reconstruction loss, which measures the difference between an original image and the reconstructed version. In this work, we introduce a new kind of loss, multi-path consistency loss, which evaluates the differences between direct translation from source domain to target domain and indirect translation from source domain to an auxiliary domain to target domain, to regularize training. For multi-domain translation (at least, three) which focuses on building translation models between any two domains, at each training iteration, we randomly select three domains, set them respectively as the source, auxiliary and target domains, build the multi-path consistency loss and optimize the network. For two-domain translation, we need to introduce an additional auxiliary domain and construct the multi-path consistency loss. We conduct various experiments to demonstrate the effectiveness of our proposed methods, including face-to-face translation, paint-to-photo translation, and de-raining/de-noising translation.

scholarly journals Introduction of Synesthetic Metaphors in English-Ukrainian Translations of Fiction

2020 ◽  
Keyword(s):  
Conceptual Metaphor ◽  
Background Information ◽  
Target Domain ◽  
Source Domain ◽  
Cognitive Operation ◽  
Cognitive Operations ◽  
Working Together ◽  
New Type ◽  
Touch Sensation ◽  
Domain Concept

Along with the cognitive operations of reconstruction, elimination and substitution of synesthetic metaphors, translational decisions are also based on the cognitive operation of introduction of synesthetic metaphor, which does not exist in the original. The aim of the article is to reveal and describe the cases of introduction of synesthetic metaphors, absent in the original, in the Ukrainian translations of the English text. Synesthetic metaphors are named so, because of the similarity with the phenomenon of synesthesia, which is studied in psychology as the deep interaction of sense organs, in which these organs are "working" together creating a new type of sensibility, named synesthesia. Special feature of such metaphors implies the fact that in contrast to the conceptual metaphors, in which basic domains are the background for the interpretation of the abstract domains, in synesthetic metaphors both source domain/concept and target domain/concept are basic ones, embedded directly into the bodily sensations. Understanding domain we follow R. Langacker, as a concept or conceptual complex of any degree complexity, containing background information, and helping to understand the meaning of the language unit, actualized in the discourse; in other words domains are the background knowledge (basis) for the distinguishing (profiling) of concepts. Domains are distinguished into basic and abstract. Conceptual metaphor we interpred following G. Lakoff, M. Johnsons and Z. Kovecses as the result of the cognitive operation of mapping or projecting, in which abstract conceptual structure (target domain/concept) is identified in terms of concrete (embedded in our bodily experience) mental structure (source domain/concept). Application of methodological tools of conceptual metaphor theory made it possible to reveal synesthetic metaphors, introduced in the translation, based on the following cognitive models: VISION is TOUCH (SENSATION of SHARP SURFACE), HEARING is TOUCH ( SENSATION of DRY/HOT/SOFT SURFACE). Application of operation of introduction of synesthetic metaphor model helps to reveal in translation communicative sense implied by the author of the original.

The Nature of Metaphor

2021 ◽  
pp. 33-46
Author(s):  
Abraham Fuks
Keyword(s):  
Figurative Language ◽  
Written Language ◽  
Abstract Concept ◽  
Target Domain ◽  
Source Domain ◽  
The Public ◽  
Daily Interactions ◽  
Abstract Ideas ◽  
Concrete Domains ◽  
Medical Writings

Metaphors are ubiquitous features of spoken and written language that permit us to experience one thing in terms of another. “Seeing is believing” helps us understand the abstract concept of belief in terms of the concrete sense of sight. Derived from two Greek words that mean “to transfer,” metaphors transfer certain attributes from the source domain, in our example, Seeing to the target domain of Believing. The chapter explores how metaphors have cognitive properties and allow us to learn new things and to express abstract ideas and complex relations. Metaphors are a powerful trope of figurative language and commonly appear in both formal medical writings and the informal daily interactions of doctors, patients, and the public more generally. The chapter describes how metaphors connect abstract and concrete domains and offers an array of examples that helps us decipher how metaphors originate from human experiences and how they evolve. It explores how metaphors frame perceptions and shape reality and their potency in the language of the clinic.

“Pour water where it burns”

2016 ◽  
Vol 6 (1) ◽  
pp. 103-133 ◽  
Author(s):  
Mohsen Bakhtiar
Keyword(s):  
The Other ◽  
Islamic Republic ◽  
General Phenomenon ◽  
Target Domain ◽  
The West ◽  
Source Domain ◽  
Supreme Leader ◽  
High Level ◽  
The U.S ◽  
Selection Of

While dysphemism has been extensively studied as a general phenomenon, there are not too many studies on how it is used in political discourse by top officials. This paper aims to examine the ways in which a sample of two high-level Iranian politicians offensively conceptualize their alleged enemies, namely the U.S., Israel, and the West, through conceptual metaphors and metonymies. A cognitive linguistic analysis of the speeches of Iran’s supreme leader and ex-president Mahmoud Ahmadinejad indicate that the selection of the metaphorical dysphemistic source domain is primarily determined by religion, previous discourse (pre-existing conventional dysphemistic metaphors), aspects of the target domain, and anger or hatred toward the enemies. The analysis indicates that most of the pejorative connotations are attributed to Israel as the alleged number one enemy of Iran via Israel is an animal, Israel is a tumor, and Israel is a bastard. The other presumed enemies, that is, the U.S. and the West are characterized via the u.s. is a devil, and the u.s. and the west are criminals. Moreover, the two politicians, while resorting to taboo concepts, remain loyal to the established discursive norms of delegitimizing the actions and thoughts of the enemies of the Islamic Republic.

scholarly journals ‘Light’ as a Source Domain for Metaphors in the Holy Quran

2021 ◽  
Author(s):  
Marwa Ibrahim Elamin ◽  
Albatool Ahmed Alhazmi
Keyword(s):  
Discourse Analysis ◽  
Analytical Approach ◽  
Conceptual Metaphor ◽  
Target Domain ◽  
Conceptual Metaphor Theory ◽  
Identification Procedure ◽  
Source Domain ◽  
Metaphor Theory ◽  
Holy Quran ◽  
The Holy Quran

Conceptual Metaphor Theory (CMT) sees metaphor as a means to conceptualize abstracts in everyday discourse employing concrete. This research investigates the use of “Light” (Nur in Arabic) metaphorically as a source domain to several concepts (target domains) in the Quran, for instance, “THE QURAN IS LIGHT”. The study explores the power of metaphor in non-literary discourse relying on Conceptual Metaphor Theory and its hypotheses. Additionally, it will identify the target domains to which light is used as a source domain. Furthermore, it will examine whether ‘Light’ has been used as a target domain or it is a unidirectional relation that made it a source domain only in all the occurrences in the Quran. For the purpose of this study, the researchers used a descriptive-analytical approach in discourse analysis. Metaphor Identification Procedure (MIP) is used as a tool for checking metaphor. The search in the sacred text resulted in (43) occurrences of the word ‘Nur.’ This research proved that metaphor of light is used ubiquitously and creatively to explain different crucial concepts in the Quran.

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