Good news: We have 2 new publications related to our project that are indexed in JCR!
Pérez-Sobrino, Paula. 2016. “Multimodal metaphor and metonymy in advertising: A corpus-based account”. Metaphor &Symbol 31(2): 1 – 18. [JCR2015: 1.533].
Abstract: This paper offers the first large-scale study of a multimodal corpus of 210 advertisements. First, the reader is presented with a description of the corpus in terms of the distribution of conceptual operations (for the purposes of this work, metaphor and metonymy) and use of modal cues. Subsequently, the weight of mode and marketing strategy to trigger more or less amounts of conceptual complexity is analysed. This corpus-based survey is complemented with the qualitative analysis of three novel metaphor-metonymy interactions that stem from the data and that have not yet been surveyed in multimodal use. The results show that metaphtonymy (a metaphor-metonymy compound) is the most frequent conceptual operation in the corpus; that there is a significant effect of the use of modes in the activation of different amounts of conceptual complexity; and that the type of advertised product and the marketing strategy has no significant effect on the number and complexity of conceptual mappings in the advertisement.
Multimodal metaphor and metonymy in advertising: A corpus-based account (PDF Download Available). Available from: https://www.researchgate.net/publication/298710824_Multimodal_metaphor_and_metonymy_in_advertising_A_corpus-based_account
Pérez-Sobrino, Paula. 2016. “Shockvertising: patterns of conceptual interaction constraining advertising creativity”. Círculo de Lingüística Aplicada a la Comunicación 65: 257-290 [JCR2013: 0.261].
Abstract. This paper explores the conceptual scaffolding of six shockvertisements raising awareness on environmental preservation. The analysis shows that advertisers make use of a finite set of cognitive operations (metaphor in interaction with metonymy) to downgrade people through the attribution of animal or plant characteristics and to enhance animals and plants through the opposite process. The simple and universal nature of these mappings, in which ‘defenselessness’ emerges as the quintessential attribute common to people, animals, and plants, assures advertisers that their message will be interpreted straightforwardly and almost effortlessly by viewers of different countries and cultural backgrounds (yet with some variation in the degree of communicative impact).
Shockvertising: Conceptual interaction patterns as constraints on advertising creativity (PDF Download Available). Available from: https://www.researchgate.net/publication/297590664_Shockvertising_Conceptual_interaction_patterns_as_constraints_on_advertising_creativity [accessed May 10, 2016].