Název: When the advertised product is not the target: multimodal metaphor in Greek TV commercials
Zdrojový dokument: Brno studies in English. 2013, roč. 39, č. 1, s. [107]-128
Rozsah
[107]-128
-
ISSN0524-6881 (print)1805-0867 (online)
Trvalý odkaz (DOI): https://doi.org/10.5817/BSE2013-1-6
Trvalý odkaz (handle): https://hdl.handle.net/11222.digilib/129154
Type: Článek
Jazyk
Licence: Neurčená licence
Upozornění: Tyto citace jsou generovány automaticky. Nemusí být zcela správně podle citačních pravidel.
Abstrakt(y)
The present paper examines two commercials promoting a Greek airliner, Aegean Airlines. Both commercials involve creative and novel multimodal metaphors through which the specific airline services are compared to the services offered by buses (informing passengers) and the Greek army (catering services and meals). The form and function of the Aegean multimodal metaphors are examined in relation to the generic dimensions of multimodal metaphors in advertising as put forth by Forceville (2007). It is shown that the metaphors in question display, in broad terms, the generic features of multimodal metaphors identified in TV commercials, but violate an established and long-preserved genre-related convention, namely that the target domain of the metaphor coincides with the advertised product. It is argued that the upsetting of generic norms attested in the specific commercials, which introduces the viewer into a counterfactual, albeit wishful, world, has repercussions on the metaphor's conceptualisation and verbalisation. In the paper, the perceived incongruity in the depiction of the main characters ("bus driver" as "pilot", "army caterer" as "air-hostess") is addressed briefly as creating humour.
Reference
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[2] Callow, Michael, Schiffman, Leon (2002) "Implicit meaning in visual print advertisements: a crosscultural examination of the contextual communication effect". International Journal of Advertising 21, 259–277. | DOI 10.1080/02650487.2002.11104929
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[14] Forceville, Charles, Urios Aparisi, Eduardo (2009) "Introduction". In: Forceville, Charles and Eduardo Urios Aparisi (eds.) Multimodal Metaphor. Mouton de Gruyter, Berlin and New York, 3–17.
[15] Hidalgo, Laura, Kraljevic, Blanca (2010) "Pragmatic inferencing and interaction between multimodal metaphor and metonymy in advertising discourse". Paper presented at the 4th CLAN Conference, Madrid 15–17 November 2010.
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[19] Mothersbaugh, David L., Bruce A. Huhmann and George R. Franke (2002) "Combinatory and separative effects of rhetorical figures on consumers effort and focus in ad processing". Journal of Consumer Research 28, 589–602. | DOI 10.1086/338211
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[21] Tsakona, Villy (2009) "Language and image interaction in cartoons: towards a multimodal theory of humor". Journal of Pragmatics 41 (6), 1171–1188. | DOI 10.1016/j.pragma.2008.12.003
[22] Tzanne, Angeliki and Elly Ifantidou (2008) "Joy in advertising the Athens 2004 Olympic Games on Greek television". In: Lascaratou, Chryssoula, Anna Despotopoulou and Elly Ifantidou (eds.) Reconstructing Pain and Joy: Linguistic, Literary, and Cultural Perspectives. Cambridge Scholars Publishing, Newcastle-upon-Tyne, 431–449.
[23] Urios Aparisi, Eduardo (2009) "Interaction of multimodal metaphor and metonymy in TV commercials: four case studies". In: Forceville, Charles and Eduardo Urios Aparisi (eds.) Multimodal Metaphor. Mouton de Gruyter, Berlin and New York, 95–117.
[24] Van Mulken, Margot, Rob Le Pair, and Charles Forceville (2010) "The impact of perceived complexity, deviation and comprehension 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
[25] Yu, Ning (2007) "Cultural identity and globalisation: Multimodal metaphors in a Chinese educational advertisement". China Media Research 3 (2), 25–32.
[2] Callow, Michael, Schiffman, Leon (2002) "Implicit meaning in visual print advertisements: a crosscultural examination of the contextual communication effect". International Journal of Advertising 21, 259–277. | DOI 10.1080/02650487.2002.11104929
[3] Carroll, Noel (1994) "Visual metaphor". In: Hintikka, Jaakko (ed.) Aspects of Metaphor. Kluwer, Dordrecht, 189–218.
[4] Carroll, Noel (1996) "A note on film metaphor". In: Carroll, Noel (ed.) Theorising the Moving Image. Cambridge University Press, Cambridge, 212–223.
[5] Cook, Guy (1992) The Discourse of Advertising. Routledge, London and New York.
[6] El Refaie, Elizabeth (2009) "Metaphor in political cartoons: exploring audience responses". In: Forceville, Charles and Eduardo Urios-Aparisi (eds.) Multimodal Metaphor. Mouton de Gruyter, Berlin and New York, 173–196.
[7] Forceville, Charles (1996) Pictorial metaphor in advertising. Routledge, London and New York.
[8] Forceville, Charles (2002) "The identification of target and source in pictorial metaphors". Journal of Pragmatics 34, 1–14. | DOI 10.1016/S0378-2166(01)00007-8
[9] Forceville, Charles (2004) "The role of non-verbal sound and music in multimodal metaphor". In: Aertsen, Henk, Mike Hannay, and Rod Lyall (eds.) Words in their Places: A Festschrift for J. Lachlan Mackenzie. Faculty of Arts, VU Amsterdam, Amsterdam, 65–78.
[10] Forceville, Charles (2005) "Cognitive linguistics and multimodal metaphor". In: Sachs Hombach, Klaus (ed.) Bildwissenschaft: Zwischen Reflektion und Anwendung. Von Halem, Cologne, 264–284.
[11] Forceville, Charles (2006) "Non-verbal and multimodal metaphor in a cognitivist framework: agendas for research". In: Kristiansen, Gitte, Michel Achard, René Dirven, Francisco Ruiz de Mendoza Ibàňez (eds.) Cognitive Linguistics: Current Applications and Future Perspectives. Mouton de Gruyter, Berlin and New York, 379–402.
[12] Forceville, Charles (2007) "Multimodal metaphor in ten Dutch TV commercials". The Public Journal of Semiotics 1 (1), 15–34.
[13] Forceville Charles (2011) "A Course in Pictorial and Multimodal Metaphor: Lecture 4, Pictorial and multimodal metaphors in commercials”. Retrieved February 6, 2011 from http://projects.chass.utoronto.ca/semiotics/cyber/cforceville4.pdf.
[14] Forceville, Charles, Urios Aparisi, Eduardo (2009) "Introduction". In: Forceville, Charles and Eduardo Urios Aparisi (eds.) Multimodal Metaphor. Mouton de Gruyter, Berlin and New York, 3–17.
[15] Hidalgo, Laura, Kraljevic, Blanca (2010) "Pragmatic inferencing and interaction between multimodal metaphor and metonymy in advertising discourse". Paper presented at the 4th CLAN Conference, Madrid 15–17 November 2010.
[16] Ifantidou, Elly and Angeliki Tzanne (2006) "Multimodality and relevance in the Athens 2004 Olympic Games televised promotion". In: Martinez, J. M. and Francisco Yus (eds.) Revista Alicantina de Estudios Ingleses 19, 191–210.
[17] Lakoff, George and Mark Johnson (1980) Metaphors We Live By. University of Chicago Press, Chicago, Il.
[18] McQuarrie, Edward F., and David Glen Mick (1999) "Visual rhetoric in advertising: text interpretive, experimental and reader-response analysis". Journal of Consumer Research 26, 37–53. | DOI 10.1086/209549
[19] Mothersbaugh, David L., Bruce A. Huhmann and George R. Franke (2002) "Combinatory and separative effects of rhetorical figures on consumers effort and focus in ad processing". Journal of Consumer Research 28, 589–602. | DOI 10.1086/338211
[20] Myers, Greg (1994) Words in Ads. Arnold, London.
[21] Tsakona, Villy (2009) "Language and image interaction in cartoons: towards a multimodal theory of humor". Journal of Pragmatics 41 (6), 1171–1188. | DOI 10.1016/j.pragma.2008.12.003
[22] Tzanne, Angeliki and Elly Ifantidou (2008) "Joy in advertising the Athens 2004 Olympic Games on Greek television". In: Lascaratou, Chryssoula, Anna Despotopoulou and Elly Ifantidou (eds.) Reconstructing Pain and Joy: Linguistic, Literary, and Cultural Perspectives. Cambridge Scholars Publishing, Newcastle-upon-Tyne, 431–449.
[23] Urios Aparisi, Eduardo (2009) "Interaction of multimodal metaphor and metonymy in TV commercials: four case studies". In: Forceville, Charles and Eduardo Urios Aparisi (eds.) Multimodal Metaphor. Mouton de Gruyter, Berlin and New York, 95–117.
[24] Van Mulken, Margot, Rob Le Pair, and Charles Forceville (2010) "The impact of perceived complexity, deviation and comprehension 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
[25] Yu, Ning (2007) "Cultural identity and globalisation: Multimodal metaphors in a Chinese educational advertisement". China Media Research 3 (2), 25–32.