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SUMMARY:Visual and Multimodal Metaphor in Advertising and Political Cartoo
 ns
DTSTART:20250120T151500Z
DTEND:20250120T164500Z
DTSTAMP:20260502T102257Z
UID:visual-and-multimodal-metaphor_25-2001-12123@ceres.rub.de
CATEGORIES:
DESCRIPTION:Guest Lecture by Dr. Charles Forceville (University of Amsterd
 am)\n\nVisual and Multimodal Metaphor in Advertising and Political Cartoon
 s\n\nMetaphor\, according to Lakoff and Johnson\, is “primarily a matter
  of thought and action\, and only derivatively a matter of language” (19
 80: 153). If this is correct\, then metaphor should occur in other modes t
 han only the verbal mode. And that\, indeed\, turns out to be the case. Th
 is presentation focuses on two genres in which visual and multimodal (here
 : verbo-pictorial) metaphors are used abundantly: Advertising and politica
 l cartoons. While across the two genres\, the metaphors’ formal appearan
 ce does not differ much\, the genres steer the viewer and analyst into dif
 ferent interpretation strategies. After briefly (re)visiting some of the b
 asics of metaphor theory as developed by Max Black and Lakoff and Johnson\
 , I will present many examples of metaphors in both genres.
LOCATION:CERES Palais\, room "Ruhrpott" (4.13)
URL:https://ceres.rub.de/en/events/visual-and-multimodal-metaphor_25-2001/
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