scholarly journals Identifying metaphors in TV commercials with FILMIP: the Filmic Metaphor Identification Procedure

2021 ◽  
Author(s):  
Lorena Bort-Mir
Keyword(s):  
Cognitive Linguistics ◽  
Figurative Language ◽  
Film Theory ◽  
Structural Method ◽  
Valuable Contribution ◽  
Identification Procedure ◽  
Content Description ◽  
Research Areas ◽  
Fields Of Study ◽  
Tv Commercials

The analysis and identification of figurative language is one of the largest research areas in cognitive linguistics, and metaphor is one of these tropes. Focusing on the genre of TV advertising, a structural method for the identification of metaphorical components used in films in a cross-modal fashion is developed in the present paper. A corpus of 11 TV commercials is analyzed under seven steps that guide analysts from the content description of the multimodal materials to the concrete identification of metaphorical elements. This research presents the Filmic Metaphor Identification Procedure (FILMIP, Bort-Mir 2019) as a tool for the identification of metaphorically used filmic components in multimodal filmic materials. More concretely, the paper presents the application of the procedure to two TV commercials from different perfume brands. FILMIP offers a valuable contribution not only to metaphor scholars but also to researchers focused on other fields of study such as multimodality, discourse analysis, communication, branding, or even film theory.

Applying Cognitive Linguistics

2016 ◽  
Vol 14 (1) ◽  
pp. 1-20
Author(s):  
Ana María Piquer-Píriz ◽  
Rafael Alejo-González
Keyword(s):  
Theoretical Approach ◽  
Cognitive Linguistics ◽  
Figurative Language ◽  
Special Issue ◽  
Research Areas ◽  
Introductory Article ◽  
Metaphor And Metonymy

In recent years, Cognitive Linguistics (CL) has established itself not only as a solid theoretical approach but also as an important source from which different applications to other fields have emerged. In this introductory article, we explore some of the current, most relevant topics in applied CL-oriented studies grouped into three main strands: Analyses of figurative language (both metaphor and metonymy) in use, constructions and typology. An outline of the contents of the eight chapters included in this special issue is provided, explaining their contributions to these research areas and highlighting their methodological rigour.

When romantic love in Gĩkũyũ becomes a human body part

2015 ◽  
Vol 2 (1) ◽  
pp. 79-93 ◽  
Author(s):  
Moses Gatambuki Gathigia ◽  
Ruth W. Ndung’u ◽  
Daniel Ochieng Orwenjo
Keyword(s):  
Human Body ◽  
Cognitive Linguistics ◽  
Body Part ◽  
Body Parts ◽  
Conceptual Metaphor Theory ◽  
Identification Procedure ◽  
Interview Schedule ◽  
Human Body Part ◽  
Metaphor Theory ◽  
Research Assistants

Studies in Cognitive Linguistics show that metaphors are fundamental to the structuring of people’s thought and language (Sweetser 1990; Kövecses 2009). It is against this backdrop that this study discusses human body parts as metaphors of conceptualizing love in Gĩkũyũ. To achieve this objective, an interview schedule was administered to 48 respondents of different gender by the researcher assisted by four research assistants. The Conceptual Metaphor Theory (CMT) and the main principles of the Metaphor Identification Procedure Vrije Universiteit (MIPVU) (see Steen et al. 2010) were used in this study. The principles of the MIPVU were employed to find out whether the lexical items collected were metaphorical or not. Using three annotators and the researcher, the study identified 100 Metaphor Related Words (MRWs) as per the annotation guidelines adapted from the MIPVU procedures and three lexical units which were annotated as Discard From Metaphor Analysis (DFMA). From the MRWs, the study identified eight metaphors of human body parts which play an indispensable role in the conceptualization of love in Gĩkũyũ. Further, the study noted that gender is a vital variable that provides people with the prism through which they view love since males registered more lexical frequencies for LOVE IS A HUMAN BODY PART than females. The study concludes that metaphor in Cognitive Linguistics is not only a creative device, but an important mental facility and cognitive instrument.

scholarly journals State and Perspectives of Studying of Psychological Determinants of Volunteer Activities

2017 ◽  
Vol 9 (4) ◽  
pp. 99-107 ◽  
Author(s):  
K.A. Palkin
Keyword(s):  
Collective Identity ◽  
Social Background ◽  
Psychological Determinants ◽  
Background Theory ◽  
Research Areas ◽  
Fields Of Study ◽  
Individual Personality ◽  
The Individual ◽  
Comprehensive Study ◽  
The Welfare State

The article discusses the most common in the world fields of study of the factors that, according to scientists, in varying degrees, are able to influence the participation of people in volunteer activities. The review running characteristic of such research areas as the theory of "human resources" and related theories of democratization, the welfare state, social background; theory of individual personality characteristics of volunteers; attachment theory; identity theory; motivational theories, etc. The focus is psychological components of the personality of the individual, which presumably can be the most important predictors of volunteering. The analysis of a number of studies, made by reputable foreign authors devoted to identifying key determinants of participation in volunteer activities, allows to select among the topical areas one of the most promising – a comprehensive study of psychological characteristics of personality with the goal of creating the most accurate representation of the collective identity of the modern volunteer.

DYING IS HARD TO DESCRIBE: METONYMIES AND METAPHORS OF DEATH IN THEILIAD

2018 ◽  
Vol 68 (2) ◽  
pp. 359-383 ◽  
Author(s):  
Fabian Horn
Keyword(s):  
Cognitive Linguistics ◽  
Figurative Language ◽  
Human Mind ◽  
Abstract Concept ◽  
Abstract Concepts ◽  
Epic Poem ◽  
Recent Developments ◽  
Battle Scenes

Homer'sIliadis an epic poem full of war and battles, but scholars have noted that ‘[t]he Homeric poems are interested in death far more than they are in fighting’. Even though long passages of the poem, particularly the so-called ‘battle books’ (Il.Books 5–8, 11–17, 20–2), consist of little other than fighting, individual battles are often very short with hardly ever a longer exchange of blows. Usually, one strike is all it takes for the superior warrior to dispatch his opponent, and death occurs swiftly. The prominence of death in Homeric battle scenes raises the question of how and in which terms dying in battle is being depicted in theIliad: for while fighting can be described in a straightforward fashion, death is an abstract concept and therefore difficult to grasp. Recent developments in cognitive linguistics have ascertained that, when coping with difficult and abstract concepts, such as emotions, the human mind is likely to resort to figurative language and particularly to metaphors.

The Tuscan Paradise in E-Tourism

2018 ◽  
pp. 111-131
Author(s):  
Elisa Mattiello
Keyword(s):  
Cognitive Linguistics ◽  
Figurative Language ◽  
Figures Of Speech ◽  
Tourism Websites

This chapter studies figurative language in Italian promotional tourism websites and their translations into English. It analyses figures of speech, such as metaphor, hyperbole, metonymy, and personification, within the framework of Cognitive Linguistics (Lakoff & Johnson 1980; Lakoff & Turner 1989; Lakoff 1993; Ruiz de Mendoza 1997; Ruiz de Mendoza & Pérez 2011). The aims of the analysis are, first, to investigate the relevance of figuration in original e-texts which promote Tuscany, and, second, to inspect whether web translators adopt the same strategies to persuade their readers in the English renditions. Results show the importance of figuration across languages and cultures, both for promoters and for translators. However, they also show how translators of promotional tourist texts can 1) omit to render figuration, 2) activate different conceptual mappings between or within new domains when rendering figuration, or 3) introduce new figurative language to increase the text's persuasive effects.

Semantic mapping: What happens to idioms in discourse

Linguistics ◽  
2017 ◽  
Vol 55 (3) ◽  
Author(s):  
Jonathan Owens ◽  
Robin Dodsworth
Keyword(s):  
Cognitive Linguistics ◽  
Figurative Language ◽  
Semantic Mapping ◽  
Conceptual Metaphors ◽  
Leading Role

AbstractIdioms have generally played a supporting rather than a leading role in research on figurative language. In Cognitive Linguistics for instance idioms have been understood against how they are embedded in conceptual metaphors (Lakoff

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