publication . Article . 2015

Recontextualizing social practices and globalization: Multimodal metaphor and fictional storytelling in printed and internet ads

Downing,Laura Hidalgo; Mujic,Blanca Kraljevic;
Open Access
  • Published: 01 Jun 2015 Journal: Revista Brasileira de Linguística Aplicada, volume 15, pages 377-402 (eissn: 1984-6398, Copyright policy)
  • Publisher: FapUNIFESP (SciELO)
Abstract
This article presents a study of ongoing global and local changing practices by exploring the interaction between multimodal metaphor and narrative in advertising discourse. Thus, we make use of Conceptual Metaphor Theory (CMT) and Conceptual Integration Theory to compare how social changes and continuities are represented and re-contextualized in advertising discourse, across time, genres and cultures. Changes in time and across genres are addressed through the analysis of printed ads from 2000-2002 and internet ads from 2001-2009. Second, we compare the interaction between transformation and magic metaphors and storytelling frames in both genres and periods. F...
Subjects
free text keywords: multimodal metaphor, advertising, sociocultural variation, metáfora multimodal, publicidade, narrativa, variação sociocultural, Storytelling, Media studies, Social psychology, The Internet, business.industry, business, Psychology, Conceptual metaphor, Metaphor, media_common.quotation_subject, media_common, Narrative, Conceptual blending, Social change, Globalization
Powered by OpenAIRE Open Research Graph
Any information missing or wrong?Report an Issue
publication . Article . 2015

Recontextualizing social practices and globalization: Multimodal metaphor and fictional storytelling in printed and internet ads

Downing,Laura Hidalgo; Mujic,Blanca Kraljevic;