Hostname: page-component-cd9895bd7-dzt6s Total loading time: 0 Render date: 2025-01-05T14:03:36.317Z Has data issue: false hasContentIssue false
  • English
  • Français

Verbo-pictorial metaphor in French advertising

Published online by Cambridge University Press:  22 March 2013

ISABEL NEGRO ALOUSQUE
ISABEL NEGRO ALOUSQUE*
Affiliation:
Universidad Complutense de Madrid
*
Address for correspondence: Sección departamental de Filología Inglesa I, Facultad de Económicas y Empresariales, Universidad Complutense de Madrid, Campus de Somosaguas, 28223 Madrid, Spain e-mail: [email protected]
Get access Rights & Permissions [Opens in a new window]

Abstract

In the last thirty years the development of the Cognitive Metaphor Theory (e.g. Lakoff, 1987, 2006; Lakoff and Johnson, 1999) has led to vast research into metaphor. The study of linguistic metaphor was followed by a body of work into pictorial metaphor (Forceville, 1994, 1996) and multimodal metaphor (Forceville, 2007, 2008, 2009). In the present contribution we explore the use of verbo-pictorial metaphors in advertising through a corpus of French print ads. Starting from the claim that adverts serve a persuasive purpose, it will be argued that multimodal metaphor contributes to that purpose. The paper addresses three issues: a) how multimodal metaphors are manifested in the French advertisements; b) how image and text interact in a concrete type of multimodal metaphor in French print advertisements, namely verbo-pictorial metaphor; c) how verbo-pictorial metaphor performs a pragmatic function in advertising.

Type
Articles
Information
Journal of French Language Studies , Volume 24 , Issue 2 , July 2014 , pp. 155 - 180
Copyright
Copyright © Cambridge University Press 2013 

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

References

BIBLIOGRAPHY

Adam, J.-M., Bonhomme, M. (eds) (2000). Analyses du discours publicitaire. Toulouse: Editions Universitaires du Sud.Google Scholar
Adam, J.-M., Bonhomme, M. (2003). L'argumentation publicitaire. Rhétorique de l'éloge et de la persuasion. Paris: Nathan.Google Scholar
Amoraritei, L. (2002). La métaphore en œnologie. www.metaphorik.de/03/amoraritei.pdfGoogle Scholar
Baldry, A., Thibault, P. (2006). Multimodal Transcription and Text Analysis: A Multimedia Toolkit and Coursebook. London: Equinox.Google Scholar
Bariety, A.-S., Gicquel, Y. (2008): Analyse publicitaire. Chambéry: Le Génie des Glaciers éditeur.Google Scholar
Barthes, R. (1977). Image, Music, Text. Trans. Heath, S.. London: Fontana.Google Scholar
Benczes, R., Barcelona, A., Ruiz de Mendoza, F. J. (eds) (2011). Defining Metonymy in Cognitive Linguistics: Towards a Consensus View. Amsterdam/Philadelphia: John Benjamins.CrossRefGoogle Scholar
Bonhomme, M., Lugrin, G. (2008). Interprétation et effets des figures visuelles dans la communication publicitaire: le cas de la métonymie et de la métaphore. Studies in Communication Sciences, 8 (1): 237–258.Google Scholar
Borchers, T. A. (2005). Persuasion in the Media Age. Second edition. Oxford: Oxford University Press.Google Scholar
Caballero, R. (2009). Cutting across the senses: Imagery in winespeak and audiovisual promotion. In: Forceville, C. and Urios-Aparisi, E. (eds), pp. 73–94.Google Scholar
Caballero, R., Suárez-Toste, E. (2010). A genre approach to imagery in winespeak: Issues and prospects. In: Low, G.et al. (eds), Researching and Applying Metaphor in the Real World. Amsterdam/Philadelphia: John Benjamins, pp. 265–288.Google Scholar
Cameron, L. (1999a). Operationalising metaphor for applied linguistics. In: Cameron, L. and Low, G. (eds), Researching and Applying Metaphor. Cambridge: Cambridge University Press, pp. 3–28.CrossRefGoogle Scholar
Carroll, N. (1994). Visual metaphor. In: Hintikka, J. (ed.), Aspects of Metaphor. Dordrecht: Kluwer, pp. 189–218.Google Scholar
Charteris-Black, J. (2004). Corpus Approaches to Critical Metaphor Analysis. Basingstoke: Palgrave.Google Scholar
Cienki, A. (1998). Metaphoric gestures and some of their relations to verbal metaphoric expressions. In: Koenig, J.-P. (ed.), Discourse and Cognition: Bridging the Gap. Stanford: Center for the Study of Language and Information, pp. 189–204.Google Scholar
Cienki, A. and Müller, C. (2008a). Metaphor, gesture, and thought. In: R. Gibbs, W. Jr. (ed.), pp. 483–501.Google Scholar
Cienki, A. and Müller, C. (eds) (2008b). Metaphor and Gesture. Amsterdam: John Benjamins.Google Scholar
Cortés de los Ríos, M. E. (2001). Nuevas perspectivas lingüísticas en la publicidad impresa anglosajona. Almería: Servicio de Publicaciones de la Universidad de Almería.Google Scholar
Coutier, M. (1994). Tropes et termes: le vocabulaire de la dégustation du vin. META IX (4): 662–675.Google Scholar
Deignan, A. (2005). Metaphor and Corpus Linguistics. Amsterdam/ Philadelphia: John Benjamins.CrossRefGoogle Scholar
Deignan, A. (2008). Corpus linguistics data and conceptual metaphor theory. In: Zanotto, M. S., Cameron, L. and Cavalcanti, M. C. (eds), Confronting Metaphor in Use. An Applied Linguistic Approach. Amsterdam/Philadelphia: John Benjamins, pp. 149–162.Google Scholar
Díez Velasco, O. (2001). Metaphor, metonymy, and image-schemas: an analysis of conceptual interaction patterns. Journal of English Studies 3: 47–63.Google Scholar
Dirven, R., Pörings, R. (eds) (2003). Metaphor and Metonymy in Comparison and Contrast. Berlin/New York: Mouton de Gruyter.CrossRefGoogle Scholar
Durand, J. (1978). Figures de rhétorique et image publicitaire. Humanisme et entreprise 110: 25–34.Google Scholar
Eerden, B. (2009). Anger in Asterix: The metaphorical representation of anger in comics and animate films. In: Forceville, C. and Urios-Aparisi, E. (eds), pp. 243–264.Google Scholar
Eggerstsson, G. T., Forceville, C. (2009). Multimodal expressions of the HUMAN VICTIM IS ANIMAL metaphor in horror films. In: Forceville, C. and Urios-Aparisi, E. (eds), pp. 429–450.Google Scholar
El Refaie, E. (2003). Understanding visual metaphor: the example of newspaper cartoons. Visual Communication 2 (1): 75–95.Google Scholar
El Refaie, E. (2009). Metaphor in political cartoons: Exploring audience responses. In: Forceville, C. and Urios-Aparisi, E. (eds), pp. 173–196.Google Scholar
Evans, V., Green, M. (2006). Cognitive Linguistics: An Introduction. Mahwah, NJ: Lawrence Erlbaum Associates.Google Scholar
Forceville, C. (1994). Pictorial metaphor in advertisements. Metaphor and Symbolic Activity 9: 1–29.CrossRefGoogle Scholar
Forceville, C. (1996). Pictorial Metaphor in Advertising. London: Routledge.Google Scholar
Forceville, C. (2002a). The identification of target and source in pictorial metaphors. Journal of Pragmatics 34: 1–14.Google Scholar
Forceville, C. (2002b). Visual representations of the Idealized Cognitive Model of ANGER in comics. Conference Social Cognition and Verbal Communication: Cultural Narratives, Linguistic Identities and Applied Argumentation in a Period of Social Transition. University of Pécs (PTE), Hungary.Google Scholar
Forceville, C. (2005). Addressing an audience: time, place, and genre in Peter Van Straaten's calendar cartoons. Humor: International Journal of Humor Research, 18: 247–278.Google Scholar
Forceville, C. (2007). Multimodal metaphor in ten Dutch TV commercials. Public Journal of Semiotics, 1 (1): 19–51. http://semiotics.ca/.Google Scholar
Forceville, C. (2008a). Pictorial and multimodal metaphor in commercials. In: McQuarrie, E. F. and Phillips, B. J. (eds), Go Figure! New Directions in Advertising Rhetoric. Armonk, NY: ME Sharpe, pp. 272–310.Google Scholar
Forceville, C. (2008b). Metaphors in pictures and multimodal representations. In: Gibbs, R.W. Jr. (ed.), pp. 462–482.Google Scholar
Forceville, C. (2009). Non-verbal and multimodal metaphor in a cognitivist framework: Agendas for research. In: Forceville, C. and Urios-Aparisi, E. (eds), pp. 19–42.CrossRefGoogle Scholar
Forceville, C. and Urios-Aparisi, E. (eds) (2009). Multimodal Metaphor. Berlin/New York: Mouton de Gruyter.Google Scholar
Geeraerts, D. (2003). The interaction of metaphor and metonymy in composite expressions. In: Dirven, R. and Pörings, R., (eds), pp. 435–465.Google Scholar
Geeraerts, D. (ed.) (2006). Cognitive Linguistics: Basic Readings. Berlin/New York: Mouton de Gruyter.Google Scholar
Genette, G. (1982). Palimpsestes. Paris: Le Seuil.Google Scholar
Gibbs, R. (1989). Figurative Thought, Language and Understanding. Cambridge: Cambridge University Press.Google Scholar
Gibbs, R. W. Jr, Colston, H. J. (2006). The cognitive psychological reality of image schemas and their transformations. In: Geeraerts, D. (ed.), pp. 239–268.Google Scholar
Gibbs, R. W. Jr. (ed.) (2008). The Cambridge Handbook of Metaphor and Thought. Cambridge: Cambridge University Press.Google Scholar
Gonzálvez, F., Peña, S, Pérez, L. (2011). Metaphor and metonymy revisited beyond the Contemporary Theory of Metaphor. Recent developments and applications. Review of Cognitive Linguistics, 9 (1):11–25.Google Scholar
Joannis, H. (1988). O processo da criação publicitário. Portugal: Cetop.Google Scholar
Johnson, M. (1987). The Body in the Mind: The Bodily Basis of Meaning, Imagination and Reason. Chicago: University of Chicago Press.Google Scholar
Kennedy, J. M. (2008). Metaphor and art. In: Gibbs, R.W. Jr. (ed.), pp. 447–461.CrossRefGoogle Scholar
Koller, V. (2009). Brand images: Multimodal metaphor in corporate branding messages. In: Forceville, C. and Urios-Aparisi, E. (eds), pp. 45–71.CrossRefGoogle Scholar
Kövecses, Z. (1986). Metaphors of Anger, Pride and Love. Amsterdam/Philadelphia: John Benjamins.CrossRefGoogle Scholar
Kövecses, Z. (2000). Metaphor and Emotion. Language, Culture and Body in Human Feeling. Cambridge: Cambridge University Press.Google Scholar
Kövecses, Z. (2002). Metaphor: A Practical Introduction. Oxford: Oxford University Press.Google Scholar
Kövecses, Z., Radden, G. (1998). Metonymy: Developing a cognitive linguistic view. Cognitive Linguistics, 9 (1): 37–77.Google Scholar
Kress, G., van Leeuwen, T. (2001). Multimodal Discourse: The Modes and Media of Contemporary Communication. London: Arnold.Google Scholar
Kress, G., van Leeuwen, T. (2006) [1996]. Reading Images: The Grammar of Visual Design. London: Routledge.Google Scholar
Krzeszowski, T. (1990). Angels and Devils in Hell. Elements of Axiology in Semantics. Warsaw: Energeia.Google Scholar
Lakoff, G. (1987). Women, Fire and Dangerous Things: What Categories Reveal about the Mind. Chicago: University of Chicago Press.Google Scholar
Lakoff, G. (2006). The contemporary theory of metaphor. In: Geeraerts, D. (ed.), pp. 186–238.Google Scholar
Lakoff, G., Johnson, M. (1980). Metaphors We Live By. Chicago: Chicago University Press.Google Scholar
Lakoff, G., Johnson, M. (1999). Philosophy in the Flesh. The Embodied Mind and Its Challenge to Western Thought. New York: Basic Books.Google Scholar
Lakoff, G., Turner, M. (1989). More than Cool Reason: A Field Guide to Poetic Metaphor. Chicago: University of Chicago Press.Google Scholar
Lim, E., Ching, A., Ang, S. H., Lee, Y. H., Leong, S. (2009). Processing idioms in advertising discourse: Effects of familiarity, literality, and compositionality on consumer ad response. Journal of Pragmatics, 41 (9): 1778–1793.CrossRefGoogle Scholar
López Díaz, M. (2004). Publicité, intradiscours et interdiscours. In: Marillaud, P. and Gauthier, R. (eds), pp. 165–176.Google Scholar
López Díaz, M. (2006). L'hétérogénéité du discours publicitaire. Langage & Société, 116, 129–145.Google Scholar
Lugrin, G. (2006). Généricité et intertextualité dans le discours publicitaire de presse écrite. Bern: Peter Lang.Google Scholar
Ma, L. (2008). Pictorial metaphor in advertising and consumer interpretation of its cultural meaning. China Media Research, 4 (3): 9–17.Google Scholar
Marillaud, P., Gauthier, R. (2004). L'intertextualité. Actes du 24e Colloque d’ Albi Langages et significations.Google Scholar
McNeill, D. (1992). Hand and Mind: What Gestures Reveal about Thought. Chicago: University of Chicago Press.Google Scholar
McNeill, D. (2005). Gesture and Thought. Chicago: University of Chicago Press.Google Scholar
McQuarrie, E., Phillips, B. J. (2005). Indirect persuasion in advertising: how consumers process metaphors presented in pictures and words. Journal of Advertising, 34: 7–20.CrossRefGoogle Scholar
van Mulken, M., van Enschot-van Dijk, R., Hoeken, H. (2005). Puns, relevance and appreciation in advertisements. Journal of Pragmatics, 37 (5): 707–721.Google Scholar
Müller, C., Cienki, A. (2009). Words, gestures, and beyond: forms of multimodal metaphor in the use of spoken language. In: Forceville, C. and Urios-Aparisi, E. (eds), pp. 297–328.Google Scholar
Pahud, S. (2009). Variations publicitaires sur le genre. Une analyse linguistique des représentations publicitaires du féminin et du masculin. Lausanne/Zurich/Lugano: Arttesia.Google Scholar
O'Toole, M. (2011) [1994]. The Language of Displayed Art. London: Routledge.Google Scholar
Panther, K.-U., Thornburg, L. T., Barcelona, A. (2006). Metonymy and Metaphor in Grammar. Amsterdam: John Benjamins.Google Scholar
Phillips, B. J. (2003). Understanding visual metaphor in advertising. In: L. M. Scott and R. Batra (eds), pp. 297–310.Google Scholar
Rocamora, R. (2004a). Cognitive devices throughout different advertising styles: how metaphors sell holidays. In: Sanz, I. and Felices, A. (eds), pp. 839–849.Google Scholar
Rocamora, R. (2004b). Metonymy-based metaphors in advertising. Linguagem, cultura e cogniçao. Estudos de Lingüística Cognitiva, 2: 245–261.Google Scholar
Rohdin, M. (2003). Multimodal metaphor in classical film theory from the 1920s to the 1950s. In: Forceville, C. and Urios-Aparisi, E. (eds), pp. 403–428.Google Scholar
Rojo, A. M., Orts, M. A. (2010). Metaphorical pattern analysis in financial texts: Framing the crisis in positive or negative metaphorical terms. Journal of Pragmatics, 42: 3300–3313.Google Scholar
Ruiz de Mendoza, F. J. (1997a). Metaphor, metonymy and conceptual interaction. ATLANTIS, 19 (1): 201–295.Google Scholar
Ruiz de Mendoza, F. J., Díez, O. (2003). Patterns of conceptual interaction. In: Dirven, R. and Pörings, R. (eds), pp. 489–532.Google Scholar
Ruiz de Mendoza, F. J., Pérez, L. (2011). The Contemporary Theory of Metaphor: Myths, Developments and Challenges. Metaphor and Symbol, 26: 1–25.Google Scholar
Sanz, I. and Felices, A. (eds) (2004). Las nuevas tendencias de las lenguas de especialidad en un contexto internacional y multicultural. Granada: Universidad de Granada.Google Scholar
Schilperoord, J., Maes, A. (2009). Visual metaphoric conceptualization in editorial cartoons. In: Forceville, C. and Urios-Aparisi, E. (eds), pp. 213–240.Google Scholar
Scott, L. M., Batra, R. (2003). Persuasive Imagery. A Consumer Perspective. Mahwah, NJ/London: Lawrence Erlbaum.Google Scholar
Semino, E. (2008). Metaphor in Discourse. Cambridge: Cambridge University Press.Google Scholar
Teng, N. Y. (2009). Image alignment in multimodal metaphor. In: Forceville, C. and Urios-Aparisi, E. (eds), pp. 197–212.Google Scholar
Turner, M. (1996). The Literary Mind. Oxford: Oxford University Press.Google Scholar
Shinohara, K., Matsunaka, Y. (2009). Pictorial metaphors of emotion in Japanese comics. In: Forceville, C. and Urios-Aparisi, E. (eds), pp. 265–93.Google Scholar
Ungerer, F. (2000). Muted metaphors and the activation of metonymies in advertising. In: Barcelona, A. (ed.), Metaphor and Metonymy at the Crossroads. A Cognitive Perspective. Berlin/New York: Mouton de Gruyter, pp. 321–340.Google Scholar
Urios-Aparisi, E. (2009). Interaction of multimodal metaphor and metonymy in TV commercials: Four case studies. In: Forceville, C. and Urios-Aparisi, E. (eds), pp. 95–117.Google Scholar
Velasco, M. (2009). Overtness-covertness in advertising gender metaphors. Journal of English Studies, 7: 11–148.Google Scholar
Velasco, M., Cortés, M. E. (2009). Persuasive nature of image schematic devices in advertising: Their use for introducing sexisms. Revista Alicantina de Estudios Ingleses, 22: 239–270.Google Scholar
Velasco, M., Fuertes, P. (2004). Metáfora y LSP: valor cognitivo de la metáfora en el discurso publicitario de British Cosmopolitan. In: Sanz, I. and Felices, A. (eds), pp. 863–878.Google Scholar
Velasco, M., Fuertes, P. (2006a). Towards a critical cognitive-pragmatic approach to gender metaphors in Advertising English. Journal of Pragmatics, 38 (11): 1982–2002.Google Scholar
Velasco, M., Fuertes, P. (2006b). Olfactory and olfactory-mixed metaphors in print ads of perfumes. Annual Review of Cognitive Linguistics, 4: 217–252.Google Scholar
Ventola, E., Cassiliy, C., Kaltenbacher, M. (2004). Perspectives on Multimodality. Amsterdam: John Benjamins.Google Scholar
Ventola, E. and Moya, A. J. (eds) (2009). The World Told and the World Shown: Multisemiotic Issues. Hampshire: Palgrave MacmillanGoogle Scholar
Wiggin, A. A., Miller, C. M. (2003). Uncle Sam Wants You! Exploring Verbal-Visual Juxtapositions in Television Advertising. In: Scott, L. and Batra, R. (eds), pp. 267–295.Google Scholar
Yu, N. (2009). Nonverbal and multimodal manifestation of metaphors and metonymies: A case study. In: Forceville, C. and Urios-Aparisi, E. (eds), pp. 119–143.Google Scholar
Zbikowski, L. M. (2008). Metaphor and Music. In: Gibbs, R.W. Jr. (ed.), pp. 502–524.Google Scholar
Zbikowski, L. M. (2009). Music, Language, and Multimodal Metaphor. In: Forceville, C. and Urios-Aparisi, E. (eds), pp. 359–381.Google Scholar